Australia-based Buzz and UK-based Tangerine have joined forces to rethink the Premium Economy experience in a design-led collaboration combining cabin design and onboard product innovation.
Although the two companies operate in different areas of aviation design, their expertise aligns naturally. Tangerine specialises in cabin experience design, while Buzz is known globally for onboard product innovation. Together they combine design thinking with human insight, market trends and operational understanding.
Complementary strengths
Commenting on the creative partnership, Sam Blank, Director of Innovation and Product Strategy at Buzz, said: “The brief was initiated by Buzz, based on industry insights, with a view to spark innovation and start some interesting conversations on both sides of our industry.
“We wanted to proactively rethink the whole Premium Economy experience and were intrigued as to what might result from a collaboration with creative minds from another parallel sector. Working together felt like a natural opportunity to generate ideas for the passenger experience.”
Representing Tangerine, Geraint Edwards, Chief Growth Officer, added: “Tangerine always looks for innovative ways to enhance the customer experience through design. We focus on turning familiar pain points, across the passenger journey, into opportunities for fresh thinking and on anticipating the expectations of the next generation of Premium Economy passengers.”
The partnership has been a design collaboration, with teams working across time zones over the past six months through weekly video sessions and a shared digital workspace to exchange ideas and prototypes. Tangerine led the origination and development of the design concepts, while Buzz guided the direction of the products through their understanding of industry requirements and their close connection to the market. Buzz also carried the responsibility for sampling, drawing on their network of experienced manufacturing partners to turn concepts into tangible prototypes.
“The collaboration focuses on creating thoughtful, intuitive solutions”
Premium purpose
Premium Economy continues to be the fastest growing cabin segment, yet many passengers still struggle to achieve meaningful rest because they cannot lie flat. Both companies have seen an opportunity to re-evaluate comfort for passengers who value support, adaptability and ease of use during long journeys. The collaboration focuses on creating thoughtful, intuitive solutions shaped by trends in comfort and wellbeing.
The project also acknowledges the growing influence of Gen Z travellers, who value authenticity, comfort and flexibility. With a strong emphasis on work–life balance, they expect onboard environments that support both rest and productivity. Their visual sensibility and brand loyalty also create opportunities for airlines to differentiate through materials, form and design language.
Designed for real comfort
The collaboration has produced a four-piece concept collection, each addressing a common pain point in Premium Economy.
The first concept rethinks the standard airline blanket as a cocooning blanket featuring pinsonic detailing inspired by cloud formations. The pattern is heat pressed onto the fabric, while the shaped design wraps naturally around the body to provide an enveloping feel.
The second concept is a sensory shut-out product: an eye mask with integrated sound-reducing earbuds. The earbuds sit within the straps for quick access during rest, solving the issue of loose packaging and small components falling to the floor. They can also be removed.
The third concept addresses neck support for sleep. The flat-roll adjustable neck pillow is designed for low-volume packing and improved ergonomic support, and can be shaped into a range of configurations to provide better alignment than U-shaped pillows.
The final concept focuses on in-seat comfort with a fold-out lumbar cushion that provides lower back and lateral support.
Sustainability sits at the core of the development process. Both teams are exploring the use of biomaterial foams in the eye mask and neck pillow, with the long-term aim of creating products that can be washed, reused and eventually recycled at the end of their service life.
Together, Tangerine and Buzz present a forward-looking vision for comfort that reflects the needs of today’s travellers while anticipating the future of Premium Economy. The Tangerine x Buzz collaboration will be on display at Buzz’s WTCE stand, 4C30.
