Singapore Airlines Crafting a new “home away from home” lounge experience that echoes the exceptional in-flight service of Singapore Airlines Singapore Airlines, renowned for its exceptional in-flight experience, sought to create an equally remarkable on-ground lounge experience Partnering with leading design firms Ong&Ong and Awaken Group, Singapore Airlines embarked on a journey to redefine the SilverKris Lounge, addressing key challenges and aspirations: Designing a powerful ‘home away from home’ experience Designing for the Heart: Transcending aesthetics, we crafted a lounge experience that evokes a sense of “home.” Intentional space design, curated ambiance, and exceptional service create a haven for travelers. A comprehensive guide ensured consistency across global lounges, empowering SIA partners to deliver the “Home” concept authentically. Values-Driven but Future-Proof: Instead of chasing fleeting trends, we anchored the lounge experience in Singapore Airlines’ core values. The design prioritizes understated elegance, a genuine sense of belonging, and anticipatory service that mirrors the airline’s renowned in-flight experience, ensuring a timeless appeal. Emotionally Resonant, Rigorously Tested: Customer insights revealed the importance of emotional connection. We infused personal touches into every design element, prioritizing thoughtful functionality. Rigorous stress-testing and prototyping further refined the design, guaranteeing a seamless experience that resonates with diverse travelers. A vision realized: Transforming airport lounges worldwide The KrisLounges concept, born from a holistic design process that transcended aesthetics, successfully matched Singapore Airlines’exceptional in-flight experience on the ground. From Flagship to Global Rollout: The inaugural KrisLounge at Sydney Airport showcased meticulous design and exceptional customer experience, earning widespread praise. Its success paved the way for the concept’s expansion across Singapore Airlines’ global lounge network. Elevating the Travel Experience: The KrisLounges have redefined airport lounges, offering travelers a haven of comfort, elegance, and personalized service. This transformation has strengthened Singapore Airlines’ brand and fostered deeper customer loyalty. A Blueprint for the Future: The KrisLounges illustrate the power of human-centric design led by the collaboration of Ong&Ong and Awaken Group. By blending thoughtful functionality with emotional resonance, the project has set a new benchmark for airport lounges worldwide. Elevating the Total Travel Experience
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