15 FEBRUARY 2010
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BRITISH AIRWAYS last week launched its new First Class with perhaps one of the most insipid introductions of all time. Claimed to cost £100m to develop, it was originally planned for a Winter 2009 introduction. According to a press release it “draws on its rich heritage to create an exclusive experience based on classic design and understated luxury.” Key features include a 60% wider bed at the shoulders, personal wardrobe, personal electronic blinds, a 15” in-flight entertainment screen. USB port, RCA jack and noise-cancelling headsets, fully integrated ambient and mood lighting, Anya Hindmarch washbag and amenities by D.R. Harris & Co, plus a leather bound writing table are to be found. BA staff should have been able to learn more details in the house newspaper. Sadly a designer, rather than an editor, chose to make the supplement so dark that it is impossible to read. At the time of the announcement the kit was on a single Boeing 777 with the next aircraft not due for 90 days. The BA staff at the Business Travel Show were unable to help. www.ba.com
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