In a world where aesthetics are everything, airlines are seizing the moment to stand out in a competitive marketplace.
By partnering with artists to create visually appealing inflight amenity kits, carriers are taking advantage of a clever marketing tool to communicate brand, comfort, luxury and first-class service to passengers hungry for unique travel experiences.
Packed with everything from luxurious skincare and toiletries to the latest technology gadgets, premium amenity kits are now regularly designed to be taken home and reused by travellers, so they carry the airline’s brand messaging and encourage loyalty long after a passenger has disembarked.
By using artist partnerships to move away from the more obvious airline branding, companies can connect with customers on a creative level, globally – good news for travellers and airlines.
Inspiration strikes
Recognising the unique opportunity to connect kits with local culture and heritage, United Airlines introduced art-led amenities for United First passengers travelling between the continental US and Hawaii. With skincare products provided by Ua Body, a Hawaiian brand, the reusable kits featured artwork from local artist Christie Shinn. Four different designs that feature local landscapes were created to excite and inspire travellers.
Meanwhile, Clip worked with Brussels Airlines to create its Business class kits that showcase three Belgian female artist entrepreneurs – handbag designer Griet Aesaert, skincare expert Barbara Geusens of Nomige and artist Elisia Poelman. They collaborated to create amenity pouches that change every six months. “We wanted to create a boutique hotel experience in the sky,” says Sandy Coenen, the airline’s Inflight Product Equipment Manager. “A collaboration with these independent entrepreneurs fits perfectly with our ethos, underlining our Belgitude – where we show the world the best of Belgium.”
“The artists understood perfectly what we needed. They were so enthusiastic and had such a positive attitude during every interaction. They come from different backgrounds and all have a shared passion for design, style and comfort. They have created a unique collector’s item,” adds Coenen.
Cindy Lam, Director of Clip, explains: “By combining artists into the mix, the bright, colourful, fresh paintings on the kits give a fun, optimistic and surprising look to the pouches. The whole story comes alive and makes them more interesting, turning them into a sought-after item.”
And they work in terms of sustainability, too. “They were created to be memorable art pieces, so guests take the kits with them and treasure them long after the journey has ended. Offering a limited-edition artist-designed kit makes it more memorable. It also promotes less waste onboard as guests reuse it again and again. It’s a sustainable solution that benefits everyone.”
Local culture
Icelandair wanted to create a unique passenger experience that reflected the airline’s identity while showcasing local culture and artistry. So it teamed up with Skysupply to make it happen. “Standout collaborations often involve renowned or locally-loved artists whose work connects deeply with the airline’s destinations or brand values,” says Wolfgang Bücherl, Managing Director of Skysupply. “For example, Icelandair partnering with the artist Sara Riel to showcase cultural heritage resonates strongly, combining authenticity, storytelling and aesthetic appeal.
“For the airline, these collaborations offer a fresh, distinctive way to reinforce brand messaging, stand out in a competitive market and create a premium perception. For the artists, they gain exposure to a global audience and the opportunity to expand their portfolio by working on a high-visibility project, potentially leading to further collaborations and recognition.”
Key considerations for Skysupply included aesthetics, usability, sustainability and alignment with the airline’s brand identity. Collaborations with artists add an exclusive touch, elevating the premium appeal. Passengers express excitement and appreciation for the kits, viewing them as keepsakes.
Forging partnerships
So how do airlines go about sourcing artists for the collaborations? Manoj Pridhanani, Chief Design Officer and Head of Sustainability at Kaelis, explains: “Finding artists to collaborate with us is an exciting process – it’s like catching a free bird. At Kaelis, we’re always on the lookout for talented individuals, whether they’re painters, illustrators, designers or photographers. Artists are genuinely enthusiastic about these partnerships, making the process not only productive but also incredibly enjoyable.
“The next step is identifying the perfect match, which often happens organically. Sometimes it’s simply about the right timing or aligning the project’s vision with the artist’s style. It’s a bit like solving a puzzle – bringing together pieces that fit seamlessly to create something extraordinary.”
The company’s recent collaboration with Iberia features a design by Teresa Helbig, an award-winning Spanish designer celebrated for her timeless, elegant creations. The project is part of Iberia’s Talent on Board programme, which promotes exceptional Spanish talent. Pridhanani says: “The kits are a reflection of Iberia’s heritage, with a sophisticated dark blue base accented by red and yellow, inspired by the Spanish flag. At the heart of the collaboration is sustainability – every element has been thoughtfully crafted to minimise environmental impact while delivering a premium and culturally rich experience for passengers.”
Sending a message
An airline taking artist support to another level is Japan Airlines (JAL). As part of JAL’s introduction of the new Airbus A350-1000, it collaborated with FORMIA to create a collection of Business and First class amenity kits.
The kits featured artwork by artists from Heralbony, a creative community that aspires to overcome perceptions and prejudgements of disabilities through art. Founded by the Matsuda twins, Takaya and Fumito, in 2018, they were inspired by their older brother Shota, who has autism.
The First class amenity kits highlight the talents of two artists, Yukihito Okabe and Yu Takada. Okabe’s artwork features vibrant colours and strong touches from moulded crayon shavings. Takada is a taiko drummer and dancer whose rich sensitivity and imagination is expressed across his artworks.
Roland Grohmann, CEO and Managing Partner of FORMIA, comments: “We are honoured to continue our collaboration with Japan Airlines and Heralbony for these beautifully expressive First class kits. Each kit is a remarkable piece of artwork which tells an inspiring story and we hope JAL’s passengers will be delighted and will treasure these long after the journey.”
Masaharu Iwamoto, Vice President, Product and Services Development Department, Customer Experience Division at Japan Airlines, adds: “With this extended collaboration, we aim to showcase the talents and stories of further diverse artists to the world.”
Designed to engage
Bryony Koziol, Design Manager at Plane Talking Products, believes that passengers are more likely to engage with artist-designed kits because they stand out as being believable and thoughtful.
Kits often spark curiosity and serve as conversation starters, making the inflight experience more memorable.
The collaborations allow airlines to tell a story through their products in an authentic way.
Koziol says: “With trust, transparency and sustainability high on the purchasing agenda for consumers, understanding evolving consumer beliefs and values is crucial for brands navigating these dynamics. So, it makes sense for airlines and their partners to collaborate with genuine local talent.”
As Kaelis’ Pridhanani puts it: “Art has the unique ability to bring magic to everyday moments. It challenges conventions, sparks meaningful conversations and offers fresh perspectives that inspire us to think, imagine and dream.”
By continuing to integrate art into the travel experience, airlines can create memorable moments that enhance the journey, making every trip unforgettable.
