It’s rare that a partnership as high-profile as Etihad’s with Giorgio Armani comes along. If you were in attendance at the 2024 Onboard Hospitality Awards ceremony in Hamburg in June, then you’ll know that Buzz swept the floor in many categories with the range of Armani products it has created for Etihad, with judges hugely impressed by their quality and finish.
The Armani for Etihad collaboration delivers a fully-immersive brand experience inflight, combining the refined Italian elegance of Armani together with Etihad’s renowned Emirati hospitality inflight.
Initially debuted in October 2022 with the unveiling of the Armani/Casa meal serviceware and textiles ranges, this year’s launch of Giorgio Armani amenity kits and loungewear completes the brand story, marking a “world-first inflight collaboration” that extends the Armani brand experience across multiple touchpoints in Etihad’s premium cabins.
To find out more about the partnership, we caught up with Leonard Hamersfeld, Director and Founder of Buzz, who explained a bit about what went on behind the scenes…
Q: You really did excel in the 2024 Onboard Hospitality Awards. Why do you think the products deserved to win?
A: The inflight range created in partnership with Giorgio Armani for Etihad Airways has been recognised with an impressive eleven industry awards since its launch, including four Onboard Hospitality Awards in 2024. The Armani/Casa for Etihad collection was also recognised with a prestigious Good Design Gold Award in 2023 and as a finalist in the Skift IDEA Awards’ Industry Innovators category. These accolades highlight not only the intricate design and exceptional quality of the products but also the seamless integration of the Armani brand story with the heritage of Etihad.
This collaboration delivers a fully immersive brand experience, blending the refined elegance of Armani with Etihad’s renowned hospitality to create an unparalleled inflight luxury offering.
No other airline programme has successfully interwoven a brand experience across such a broad range of categories, delivering a consistently luxurious experience to passengers.
Q: How did you get Armani onboard with an inflight partnership?
A: Giorgio Armani has been a trailblazer in the Middle East, recognising the region’s esteem held for international luxury brands. The first Armani Hotel globally was opened in 2010 at the iconic Burj Khalifa in Dubai. It was therefore a natural progression for the brand to partner with an airline of Etihad’s calibre.
This collaboration allows the Armani brand to engage with the Middle East through travel and hospitality, extending the brand’s proposition of luxury, design, and uncompromising quality to Etihad’s valued passengers.
Q: What challenges are presented through working with such a high-profile brand?
A: Partnering with a brand of Giorgio Armani’s calibre requires every piece in the range be meticulously crafted to the exacting standards of Armani’s brand aesthetics. Each piece was workshopped collaboratively with the Armani team, ensuring that the designs remain authentic and true to the product’s provenance.
This close partnership, working directly with the Armani team at their Milan headquarters, spans both Giorgio Armani and Armani/Casa collections, incorporating heritage product categories from each brand. This approach delivers a seamless and cohesive brand experience for passengers.
As a testament to the range’s quality, every design was personally approved by Mr Armani himself. buzzproducts.com
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