Minesh Dave from BA’s Brand Experience team talks us through the airline's holistic new lounge concept

What’s the background behind the new lounge concept?

Having held customer focus groups in the UK, USA and Dubai we came up with four guiding principles for the concept. The first focused on the lounge as a collection of spaces, each with its own set of characteristics and feel; the second tried to establish a closer relationship between the BA brand and customers; the third looked to recreate a British look and feel; while the fourth made efforts to streamline the design so it delivered an enhanced experience for everyone. 

What other factors did you consider?

The new concept is largely based on our customer’s mindset. When we thought about the diversity of our customers, the length of time they spend in the lounge – an average of 75 minutes – and the level of service or privacy they might want, we identified that they are in one of the four mindsets; energetic, lively, calm or quiet. We went about creating zones that reflected this, amplifying each of the ‘states of mind’ depending on whether the lounge is used typically for short or longer lengths of time.

Can you describe the different zones?

Each mindset is linked to one of the lounge’s zones. We created the Lobby for those in an ‘energetic’ mind-set, a central feature of which is a granite-topped bar with a mixologist serving locally inspired cocktails. In Rome, for example, Aperol Spritz is a popular feature on the menu. Depending on the size of the lounge, the other zones cater to those who want to work and those who are feeling sociable, while the spa is designed for those in the ‘quiet’ mind-set. We’ve chosen comfortable and functional furniture such as stools at the bar, chairs in the Lobby and Library, and armchairs in the social zone. Through a variety of fabrics, carpets, leathers, woods, stone and ceramics, we've tried to establish a luxurious and modern look and feel.

What are the main additions to the Rome lounge?

Alongside the new Lobby and bar, we’ve tried to emphasise the natural light coming from the lounge’s large windows, from which customers can look out on to the taxiways. We also used specialist acoustic panels in the ceiling to dampen noise, and introduced a library and a social zone where customers can relax. In terms of scalability, we can adjust aspects of the new concept based on the customer profile and size of each lounge. For example, Rome is geared at customers with shorter dwell times, with zones and experiences to match, whereas at New York JFK we have three-tiered lounges, each with its own distinct look, but we’ve pushed more of the quiet, sanctuary-like features as customers are typically preparing for overnight long-haul flights. More of the additional lounge features will be revealed soon.

What artwork is being used in the Rome lounge?

We selected works by English artist Patrick Caulfield from our in-house art collection, which contains a number of pieces from his series of 22 screen prints titled Some Poems of Jules Laforgue.

What’s on the menu?

We've created a bespoke menu for Rome based on insight such as the length of time customers stay, flight times and local culinary influences. For breakfast, cereals, pastries, fresh fruit, yoghurt and a selection of premium Italian meats and cheese are on offer. For lunch and dinner, there are salads and finger sandwiches, alongside hot items such as soup and a pasta dish. In a nod to our British heritage, customers are offered cake with a selection of teas every afternoon. For other lounges, the menu will be different, incorporating locally inspired dishes as well as firm favourites.

Why has BA decided to redesign its lounges?

Our head of product Sarah Klatt-Walsh says: “Lounges are an important element of the journey for our customers and we need to cater to their varying needs. The same traveller may be flying with us one day for business, and need the space and technology to work, while travelling the next week on holiday, when they will want to relax with a drink and some food ahead of their flight. The new design lounges will deliver bespoke zones that work for our customers with a new look and feel we think they’ll love.”

Where is the next new lounge opening?

Aberdeen is the next to be unveiled, followed by a new lounge at New York’s JFK later this year. We also plan to invest more in lounges at Geneva, San Francisco, Johannesburg and Chicago airports.

For more on BA's lounges, access and benefits, click here

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