A truly valuable skill for designers is Lens Shifting; the ability to quickly, seamlessly shift between the macro and the micro of a project. It can be viewed as ‘zooming in’ and ‘zooming out’ on a design challenge, repeatedly and intentionally.

When stripped back to its essence, luxury is a perception. That is not a label which should devalue it; luxury is an invaluable perception shaped by expectation, emotion and experience.

On September 4th 2025, the world lost one of the great icons of luxury, Mr Giorgio Armani.

Premium class onboard dining should be viewed as one of the most inimitable luxury experiences that one can have. If we begin to design for the category in this way, it creates opportunities for innovation.

Addressing these five thought-pillars can guide airlines in crafting unique, valued experiences for luxury travellers.

When your success, and the success of your team, your organisation, rests so pivotally on two simple words, it is critical to wholly understand their meaning.