BMW Experience: the Sky is the Limit

In a project that kicked off in January 2009 in collaboration with AirAsia X, BMW Group DesignworksUSA took the challenge to redefine the meaning of air travel. Now, the result of over one-year long work has been revealed, and it seems like BMW managed to achieve its goal: inspiring innovation within the company.

“DesignworksUSA designers are trained to translate unmet needs and opportunities immediately into a new concepts for customer experience and visionary product and services ideas,” said Laurenz Schaffer, BMW Group DesignworksUSA President. “The opportunity to work with AirAsia X was a perfect fit with our ability and desire to create an engaging travel experience.”

The team first studied closely AirAsia X travel experience, from the customer’s point of view. They made travel plans and booked tickets online, completed check-in and boarding, and traveled incognito as passengers of AirAsia X, enjoying in-flight entertainment and services until arrival.

"Our design teams focused on the full journey and experience of air travel rather than just the aesthetics,” explained Magnus Aspegren, Director of DesignworksUSA’s Singapore Studio. “Our designers then recreated these observations into rough sketches which explored potential ways to create a more empowering experience for passengers.”

Inspired by the idea kit, an initial outcome of the project resulted in a graphic visualization of the AirAsia X brand in the cabin interior.

The two companies also worked together to bring value added services and products on low cost carriers. “DesignworksUSA was able to take the core beliefs of AirAsia X in constant innovation and enjoyment and expand them into tangible solutions that have helped to inspire our team,” said Azran Osman-rani, CEO of AirAsia X.