British Airways Wins Top Design Award

23rd Oct 2001

One of the highest honours in the design world has been awarded to the British Airways new Club World seat.

The prestigious Grand Prix Award for International Design Effectiveness was awarded to the Club World seat, designed by Tangerine. The seat also won the best consumer product award.

The award, sponsored by the Design Business Association, was given in recognition of how the product has revolutionised business travel and achieved significant commercial results for British Airways.

Each seat in the revolutionary Club World ‘lounge in the sky’ cabin turns into a six foot fully flat bed and benefits from an in-flight entertainment pod, movable privacy screen and fully adjustable foot stool giving passengers the ability to take control of their time on board.

The introduction of the Club World seat in March 2000 has delivered dramatic improvements in customer satisfaction with their travel experience. In research eight out of ten Club World customers said that they rated their experience with British Airways excellent or very good following the introduction of the new seat.


The research also indicates that the new Club World seat will drive heightened levels of customer loyalty and retention for British Airways with all those questioned saying that they would recommend the new Club World to a friend and nine out of ten respondents saying that they were extremely or very likely to fly with the airline again.

Mike Crump, British Airways Head of Design Management said:

“We are delighted to have won this coveted award.

“We operate in a very competitive environment and having the first business seat that turns into a fully flat bed has allowed us to take a lead in the market place and earn a greater market share.

“This innovative design has meant that we can offer our passengers the opportunity to take control of their time on board and work, eat, relax or sleep in comfort.”



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