BA2119 The Flight of the Future
- Submitting institution
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Royal College of Art(The)
- Unit of assessment
- 32 - Art and Design: History, Practice and Theory
- Output identifier
- Ferrarello2
- Type
- M - Exhibition
- Venue(s)
- London/Shanghai
- Open access status
- Out of scope for open access requirements
- Month of first exhibition
- -
- Year of first exhibition
- 2019
- URL
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- Supplementary information
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- Request cross-referral to
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- Output has been delayed by COVID-19
- No
- COVID-19 affected output statement
- -
- Forensic science
- No
- Criminology
- No
- Interdisciplinary
- No
- Number of additional authors
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- Research group(s)
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- Proposed double-weighted
- No
- Reserve for an output with double weighting
- No
- Additional information
- Two exhibitions output of a collaboration with British Airways (BA) which have been on public display at the Saatchi Gallery in London and at the West Bund Art Centre Future Lab in Shanghai. The research explored what transformations the airline industry could undertake in the next 100 years from a customer experience perspective. Through action participatory research, interviews and observations the research engaged experts from BA, Foresight Factory, NASA, Airbus, Safran, Autodesk, Picture This Production, Imperial College, International Airline Group (IAG) to develop 8 prototypes describing what current trends could change the airline industry.
The Saatchi exhibition has been supported by a grant of about £100,000 granted by BA; it has been visited by more than 10,000 people and publicised by Sky Television, Forbes, the Evening Standard amongst other industry focussed magazines. The Shanghai exhibition has been featured on Dongfang Channel. Two of the 8 prototypes have been shortlisted in the international Cabin Award competing with companies like Airbus and Boeing.
The significance of this research is reflected in the strategic capability of design to support the experts’ creative thinking and planning; for instance it helped BA revise its use of technology, like AI, for enhancing its customer experience strategy [1]; it pushed key stakeholders from Airbus and Safran beyond their day-to-day constrains and made them acknowledge that the traveling industry can by driven by different parameters like value/experience [1].
Through this research we developed a novel approach to designing the future by deploying design products, services and experiences that have shifted the stakeholders’ visions, and their strategies, to plan their business. Inspired by the prototypes BA and its partners has internally opened up new dialogues and debates which helped outline what new skills and jobs the industry will require [1].
- Author contribution statement
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- Non-English
- No
- English abstract
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