Studio Peter Lundbergh
SAS.jpg

Scandinavian Airlines

Scandinavian Airlines

Scandinavian Airlines / Assignment at BLINK / Projects: Check-In areas, Lounges, Fast Track concept, Cabin Interior design, On-board food serving concept / Role in projects: Creative direction and implementation in collaboration with SAS design mana…

Assignment at BLINK
Client / Scandinavian Airlines
Projects / Check-In areas / Lounges / Fast Track / Cabin Interior / On-board food serving
Role in projects / Creative director / Designer / In collaboration with SAS design managers
Photos / Header and cabin images by SAS

Check in areas

SAS Check-in area at Sturup airport. Big blue cube with SAS logo hanging from ceiling. Blue walls with wooden frames to create a bulletin board feeling.

Fast Track

SAS Fast Track at Copenhagen AIrport. Blue pulpet and walls. Lamp shades in wood hanging from ceiling.

SAS Gold Lounge

Food and beverages buffet area.
Community table with light fixture in brass and integrated power outlets.
SAS Gold Lounge ceiling lighting detail

SAS Lounge

Pulpets in the entrance to SAS Lounge with communicaion wall behind showing time, inspiration images and campaigns.
Seating in SAS Lounge with food and beverage buffet in the back.

Video by SAS

SAS Café Lounge

Detail of signage

SAS Cabin

Long haul interior at SAS Business Class. Seating in grey textile with brown leather details.

About

Scandinavian Airlines (SAS) is the flag carrier of Sweden, Norway, and Denmark. In 2011, a comprehensive design refresh was initiated, including a new strategic platform aimed at enhancing both on-ground and in-flight services. The assignment encompassed the entire customer journey, from Check-In areas and Fast Track to lounges—and, of course, the cabin interior.

The SAS cabin interior is organized into three service classes: SAS Go, SAS Plus, and SAS Business Class. Business Class is the crown jewel of the strategic platform, “The New Travel Class”. Designing a premium long-haul product at 30,000 feet presents one of the most complex challenges in design. Flight safety, fire regulations, material weight and cost, ergonomics, environmental considerations, and staff needs are just a few of the many parameters that had to be addressed. The result is a cabin interior with a contemporary Scandinavian aesthetic and meticulous attention to detail.