The main objective was to create a new retail ticketing agency concept able to convey a warm atmosphere with a strong visual identity within a comfortable and caring environment where user-friendly technology to facilitate access and provision of self-services.
Our team spent two weeks in Riyadh, the capital of Saudi Arabia to understand the way people live the space depending on different habits and cultures. This experience led the making of the project with a stronger know-how in order to design the best service design experience. We thought the moon as an iconic figure, a sort of a mystic element that represents a place to be discovered, made of unknown landscapes able to tell a story of past and future. The whole experience in the Saudi Arabian Airlines becomes a unique and high-quality traveling experience which starts from the first approach with the agencies, through the aircrafts until land services. An innovative design concept overturning the traditional relationship model in the Arabian culture: a new way of living the space focused on customer experience within the space and on the new values of the brand.
The design concept behind the new Saudi Arabian Airlines is the “Discovery of the other side of the moon.” This concept takes shape through the space layout which resembles the moon craters creating operating desk zones replacing the traditional front desks, embracing and not separating operators from their customers. The icon crater on the ceilings hosts spotlights and the graphic patterns that decorate the surface of the whole space offers customers images that make them dream of distant destinations. The waiting area is shifted from a marginal area to the center of the space, with a full visibility of the surroundings. The colors of the logo, particularly related to the King's culture and customs, have been transferred into the space to emphasize the different operational areas.