SQ re-designing lounge experience

Singapore Airlines (SQ) has announced plans to rejuvenate all its airports lounges over the next five years, beginning with Sydney Airport from mid-2013. Interior design firm ONG&ONG has been selected to complete the renovations, with SQ customers to be involved in the concept and evaluation processes. SQ senior vice president product & services Tan Pee Teck said that many of the airlines customers feel at home as soon as they board a Singapore Airlines flight. “We hope to replicate that ‘home away from home’ experience in our lounges, along with the warm Asian hospitality that Singapore Airlines is renowned for,” Mr Pee Teck said. “Apart from providing customers with an inviting and exclusive contemporary space, the next generation of SilverKris Lounges will meet the changing needs and expectations of both business and leisure travellers and better integrate the ground and air travel experience.” ONG&ONG’s Experience Design studio OX:D will carry out the project, after conducting extensive research into the customer experience. “The heart of Experience Design (OX:D) at ONG&ONG is deeply rooted in creating a meaningful experience based on the needs of the user,” OX:D director Mr Ken Yuktasevi said. “Being selected as a local designer for this project is a privilege and honour, and we look forward to working with Singapore Airlines to create a memorable travel experience for their customers.” Singapore Airlines has 15 SilverKris Lounges at airports around the world and has invested more than $20 million into developing its lounge experience over the next five years. Sourced: etravelblackboardasia