British Airways First Brand now launched
British Airways’ new First brand, in which it has invested some £100 million took off February 10, 2010 on a Boeing 777 bound for Chicago. The new First brand draws on the airline’s rich heritage to create an exclusive experience based on classic design and understated luxury.
The airline’s Coat of Arms with the motto ‘To fly to serve’ is a core feature and the 1920s pioneering era of luxury flights is captured through motifs such as Cyril Kenneth Bird’s ‘Care in the Air’ character. The design of the new cabin is inspired by premium British automotive brands. At the heart of its quink blue and cream design is a redesigned suite featuring an enhanced bed – wider with a new ‘intelligent’ mattress and the finest 400-thread Egyptian cotton bed linen.
Each individual suite has its own personal wardrobe, a leather-bound writing desk that converts into a dining table, a new 15″ in-flight entertainment screen and a buddy seat to enable customers to dine together. The lighting and electronic blinds can be modified to reflect mood and time of day.
Customers have precision control over their seat position thanks to an innovative seat control unit that replaces the switches, allowing them to activate the bed position and pneumatic panels to support the head and lumbar positions.
A new premium service style has been developed for cabin crew to ensure world-class service for customers who can eat, sleep and work whenever they want to.
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