Singapore Airlines (SIA) has appointed architectural and interior design firm Ong&Ong to develop a new airport-lounge design concept which will be applied to all of the airline’s SilverKris lounges worldwide.
The appointment is part of a $20 million-plus investment program by Singapore Airlines in its SilverKris lounges over the next five years, intended to enhance the travel experience for its premium-class customers.
Ong&Ong’s new design concept will be rolled out progressively at SIA’s lounges from the middle of next year. The SilverKris Lounge at Sydney Airport will be the first to feature the new design.
Customer engagement will be a part of the design process, according to SIA. Customers will be involved from the initial conceptualization to testing and evaluation of design prototypes.
“Many of our customers tell us that the moment they step on board a Singapore Airlines aircraft, they feel an immediate sense of ‘home’,” says Tan Pee Teck, Singapore Airlines’ senior vice president product & services. “We hope to replicate that ‘home away from home’ experience in our lounges, along with the warm Asian hospitality that Singapore Airlines is renowned for.”
“Apart from providing customers with an inviting and exclusive contemporary space, the next generation of SilverKris Lounges will meet the changing needs and expectations of both business and leisure travelers and better integrate the ground and air travel experience,” adds Tan.
SIA selected Ong&Ong following an extensive tender exercise in which local and international design firms alike participated. The project will be headed by Ong&Ong’s experience-design studio OX:D, which according to Singapore Airlines is known for a 360-degree design approach that combines both design and business solutions.
The airline says the design firm impressed SIA with its multi-disciplinary approach, as well as insights it had gleaned into what today’s premium-class airline passengers are looking for. Ong&Ong interviewed frequent flyers about their experiences of airport lounges and travel in general.
Ahead of the introduction of the new design concept next year, Singapore Airlines says it continues to make efforts to improve existing SilverKris lounges, as part of its $20 million-plus lounge investment program.
Singapore Airlines has 15 SilverKris Lounges at airports around the world, including new lounges at New Delhi’s Indira Gandhi International Airport and Seoul’s Incheon International Airport.
The New Delhi lounge recently had its soft opening and is to be officially opened in September. The Seoul lounge is slated for completion at Incheon International Airport by the end of this year.
In addition, the SilverKris Lounge at Melbourne Airport will be undergoing expansion and renovation. Due for completion around the end of November, the improvements will offer increased seating capacity as well as a new dining area.