AIR FRANCE | T2L

— BACKGROUND —

At the end of 2016, following a competition, Air France calls on the combined talents of two French start-ups to support the artistic digitisation of the new T2EL lounge, a project overseen by Brand Image. The creative hub, made up of the SUPERBIEN design studio and the TETRO agency, will visually embody the company's “high quality, attentive service and pleasure” DNA. The new lounge has to reflect the company's upgrading strategy, as a visitor experience zone where digital innovations place human beings at the heart of a journey that’s surprising, interactive and contemplative at the same time.

— BRIEF —

Produce three digital installations. Embody the company’s DNA and its upgrading strategy. Make the lounge a space for traveller experiences. Imagine a personalised path that optimises the advantages of digital technology by placing people at the centre of the experience.

— CREATION —

SUPERBIEN and TETRO create a visual creative space that intensifies the vision of the journey as imagined by Air France. Original and made-to-measure works are designed and then prototyped to stage three different lounge spaces. TETRO, Superbien and Artforia produce three digital art installations - innovative works tailor-made for the metaphorical Air France lounge.

• ENTRY CORRIDOR: CHAMPAGNE!

Along the entire corridor leading to the lounge, more than 20 giant screens immerse visitors in Air France’s creative universe. Away from the hustle and bustle of the airport, this corridor is a decompression chamber that capsizes the senses. Amid a chic, gilded ambiance, the screens set the scene for the lightness and effervescence of a reinterpreted glass of champagne. Each time visitors pass by, new sequences are generated, creating a link between Air France and their passengers.

• ROTUNDA: LIFT OFF

SUPERBIEN and TETRO create a three-dimensional made-to-measure work consisting of more than 10,500 pixels distributed over 191 LED tubes. Visitors enjoy a 360° view of the sculpture that hugs the rotunda’s architectural form. The artistic content is inspired by nebula, take-off, aurora borealis, clouds and sparkling champagne. A technical and poetic feat, it reinterprets flight.

• RELAXATION AREA: GRAVITY-FREE

SUPERBIEN and TETRO introduce a contemplative and sensory capsule inspired by light therapy. Lying in a quiet space, the visitor is immersed in soft, airy light-and-colour effects that generate an invigorating sensation. In this moment outside of time, we let ourselves float as if suspended in the air.

Press : The Goodlife, Voyages d'Affaires,