Using Design to Drive Innovation

Designers must deliver the orchestration of the total experience with a brand, product, or service or face irrelevancy Businessweek, June 29 2009 In a previous era, all the talk was of strategy, strategy, strategy. More recently, it’s been innovation,...

Perhaps the largest single design project conducted by Virgin Atlantic Airways in recent years is the design of the company’snew Upper Class Suite. Introduced in response to a direct competitor action (BA’s introduction of the first fully flat aircraft seat-bed), the Upper Class Suite was a totally new concept in aircraft interior design and was designed, engineered and brought into production in only 36 months

Design Council The original requirement for the Upper Class Suite was simple: Virgin Atlantic needed to introduce a flat bed into its upper class cabins. Joe Ferry, Head of Design and Service Design, and his team began by exploring a wide range of different...