Sas 2X

A travel experience designed for travelers

  • Case A new lounge and food and beverage experience
  • Client SAS
  • Industry Aviation
  • Year 2017
  • Capabilities Product Design
    Business Design

    Brand Design
    Design Research
    Service Design

With increasing competition within the airline industry, we helped Scandinavian Airlines create experiences to increase their market share with frequent travellers.

Being an airline is not about flying planes, but flying people Jan Carlzon, Scandinavian Airlines CEO 1981-1995


Our designers interviewed and shadowed Scandinavian Airlines passengers on their flights to better understand their needs. What they found was that Scandinavian Airlines’ target audience wanted a lounge experience that embodies Scandinavian culture, and a personalized food experience that works with, not against, their lifestyle.


These insights guided our work for two innovative projects focusing on two crucial touchpoints for travelers, the lounge experience and the in-flight food and beverage experience. We transformed the inflight food and beverage experience, rethinking the supply chain into a locally-sourced model featuring packaging inspired by take-out culture and unique to the industry. In addition, we re-imagined the space and experience for Scandinavian Airline’s flagship lounge, which launched in Oslo, Norway, in September 2017.


Transformed the supply chain from 5% locally sourced to 90%.

SAS will implement our model for the Lounge of the Future in airports all across Europe.

Customer satisfaction score increased from 6.2 to 8.4/10 within a month.


Bronze Pentawards 2017 
IxDA 2018 finalist 
Svenska Designpriset nominee

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