Korean Air

PriestmanGoode was commissioned by Korean Air to design new Business Class and Economy Class cabins that blend traditional Korean design with modern sophistication. The new interiors, featuring bespoke seating and custom patterns inspired by Korean textile art, emphasise timeless elegance and durability, promising an exceptional passenger experience for years to come.

Challenge

Korean Air commissioned PriestmanGoode In 2018, to lead the transformation of their cabin interiors, addressing the need for a refreshed and modernised look. Korean Air recognised the opportunity to enhance its cabin experience to better reflect contemporary Korean aesthetics.

PriestmanGoode took on the challenge of redesigning both the Business and Economy Class cabins. The aim was to create a sophisticated and modern atmosphere that would provide passengers with an elevated and culturally resonant experience. 

Solution

To create the new identity, three key elements were integrated: colour, pattern, and form. The overall approach combines traditional Korean culture with a modern interpretation, seamlessly blending these elements to craft a contemporary yet culturally resonant look.

A bespoke version of the Collins Horizon Business Class seat was designed with longevity and timelessness in mind. Key features include 51-inch high privacy walls, 24-inch monitors, Bluetooth headphones and charging, USB-C ports, a full drop-down screen between seats, 21- inch bed width, 46-inch double beds for the middle seats, 78-inch bed length and front-facing configurations.

A sophisticated and contemporary palette was created using a blend of dark and light neutrals. Warmth is derived from the layering of rich textures, brushed finishes and pressed fabric patterns. Three custom patterns were developed by PriestmanGoode’s CMF team, each offering a contemporary take on traditional Korean textile art:

• The first pattern draws inspiration from Jogakbo patchwork craft, featuring geometric shapes and structured designs in a modern repeating motif. This pattern has been applied across the cabin interior within curtain and foil designs. 
• The second pattern draws from the linear dynamic structures from the Jogakbo pattern, and reinterpreted into a contemporary embroidered stitch design within the business class soft interior panels.
• The third pattern incorporates vibrant colours from Hanbok saekdong, creating a lively design that reflects Korea’s cultural diversity and global connections. This pattern has been applied to economy seats. 

The new cabin identity will be integrated in the new Business Class and Economy Class cabins for their 787-9 and 787-10 aircraft. The airline’s A321Neo aircraft interior also includes influences from this program.