FINLAND. Finnair and Finnish design house Marimekko have teamed up to enhance passengers’ travel experience through a new partnership.
From spring 2013 all Finnair aircraft will feature a Marimekko for Finnair collection of textiles and tableware, incorporating Marimekko’s classic patterns. The Marimekko for Finnair collection has been specially designed to add a light and fresh visual and tactile dimension to the onboard experience, while lightening the airline’s carbon footprint.
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Finnair’s Airbus A340 featuring Marimekko designer Maija Isola’s Unikko floral poppy print |
Two of Finnair’s long-haul aircraft will also feature external livery based on Marimekko designs. An Airbus A340 featuring designer Maija Isola’s iconic Unikko floral poppy print from 1964 is already operating between Helsinki and Finnair’s Asian destinations. It will be followed by another aircraft in Marimekko livery in spring 2013.
To celebrate the new partnership, in late October Finnair staged an innovative inflight fashion show en route to Shanghai, which showcased looks from Marimekko designer Sami Ruotsalainen.
“Finnair has a strong design heritage, and this cooperation brings our design thinking to a new level,” noted Finnair CEO Mika Vehviläinen. “Our goal is to become a design airline, and bring our customers unique experiences for all five senses. Co-operation with Marimekko is an important step towards this target. Finnair aircraft will become roving ambassadors of timeless Finnish design and creativity, giving our customers a special experience when they fly with us.”
| https://youtube.com/watch?v=QlGOkY7FcSw |
“We hope that Marimekko’s sympathetic Unikko poppy flowers flying up in the sky as well as our other iconic prints as a part of the inflight experience bring joy to people around the world,” added Marimekko President and CEO Mika Ihamuotila.
“Lately, we have wanted to connect Marimekko’s colourful design and fashion with surprising parties and forms of art, such as ballet, modern dance or visual arts. Now it is time to do something unforeseen up in the sky. I believe that the Marimekko and Finnair design collaboration will bring to hectic and often grey air travel joy, peace of mind and beautiful memories.”
During the three-year collaboration, an exclusive selection of Marimekko design products will also be available inflight for Finnair customers, and via the Finnair Plus Shop.
In addition to its customer service and retail theatre elements, the collaboration also constitutes a valuable brand-building exercise. Both companies have a long-established presence in Japan, but are growing rapidly in other Asian markets, in particular China.
“Finnair is a natural partner for Marimekko, as in my opinion it has been the first airline in the world to lift up design and place it strongly at the centre of its service,” Ihamuotila explained. “With our collaboration we want to show how design can help improve the well-being of people in different moments of life. Furthermore, our design collaboration with Finnair supports our growth strategy, particularly in the Asia Pacific region, which is one of Marimekko’s key market areas.”
“Both of these brands are about bringing positivity, high quality and peace of mind to customers,” added Vehviläinen. “We believe this collaboration will help generate new experiences and lasting, positive memories for a whole new generation of Finnair passengers in Asia.”
