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Aspire Lounge

Category: Hospitality
Location: Newcastle

Client Brief

The brief was to expand and remodel the existing Aspire lounge by incorporating a neighbouring vacant unit to create the first 3 tier lounge in the UK. The three products on offer are: Aspire Classic, Aspire Luxe and the Suite by Aspire. The tiers translate into economy, business and first class within the aviation industry.

Objective

Using demographic data supplied by the client, understand the needs of each tier to be offered and tailor each space to suit the needs of the guest and the requirements of the client.

Approach

From interior design perspective we needed to meet the needs of the three varying guest demographics whilst maintaining differentiation between the look and feel of each environment to provide a sense of aspiration which would enable the client to up-sell.

In the Aspire Classic area we maintained a linear layout designed with flexibility in mind for the varying party size from couples to groups of holiday makers. Artwork depicts the local landmarks and heroes of the north-east.

The Luxe and Suite areas cater more for the business traveller. With a dedicated entrance, they arrive into a completely separate lounge area which emits a sense of luxury using a more sumptuous colour palette and curves created from timber shapes designed to separate spaces without blocking out natural light from the windows. The biggest feature of the Luxe area is the curved seating area which envelops the individual armchairs with a rich textured curved wall which represents the wings of the angel of the north. Subtle lighting accents the details, making the space hard to resist.

The Suite area is demarcated using clever screen details. Glazed panels separate the space with a frieze of stylised roaming hills inspired by the landscape of the north-east. Plush, individual fixed armchairs have their own dedicated sockets and table lamps for a real sense of luxury.

Outcome

The successful expansion of the Aspire brand has now positioned it as comparable on the global market. We are already replicating the 3 tier system across Swissport’s new developments across the UK.

The new three tiered Aspire brand capitalises on the expansive and varied demographic of Newcastle airport which benefits both Swissport and Newcastle airport.

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