HAMBURG (30 September 2014) – Etihad Airways, the national airline of the United Arab Emirates (UAE), has unveiled a stunning new livery design which will be introduced across its fleet.
Created by leading brand consultants Landor in partnership with Etihad Airways, the new livery is inspired by traditional Emirati design patterns, the landscapes of the desert, and the geometric shapes found in the modern architecture of Abu Dhabi. The result is a striking and unique livery design, which will present Etihad Airways as the airline of a progressive and innovative cultural hub, firmly rooted in its rich history.
The new livery was unveiled to representatives of the world’s media at a ceremony held at the Airbus Finkenwerder facility in Hamburg, Germany.
James Hogan, President and Chief Executive Officer, Etihad Airways said: “Only a few months ago Etihad Airways unveiled the new cabin interiors for our A380 aircraft and we are now proud to show the world how this aircraft will look on the outside.
“The striking new livery also continues our commitment to breaking from convention and doing things differently. This is a real divergence from the norms of traditional airline livery design and will stand out in the sky and at every airport we fly to.”
The design pattern named Facets of Abu Dhabi uses a colour palette which reflects the varying hues of the landscape of the UAE, from the darker sands of Liwa to the lighter colours seen in the Northern Emirates. The design development involved researching design options amongst Emiratis and international travellers to help select the final “winning” livery.
The UAE national emblem is given prominence along the fuselage next to the Etihad name and the national flag is respectfully featured forward near the cockpit.
The design pattern is also a key feature of the new cabin interiors being introduced on Etihad Airways’ Airbus A380 and Boeing 787 aircraft, and is being rolled out across the airline’s corporate branding—from advertising to brochures to premium lounges.
Peter Knapp, Global Creative Officer of Landor Associates, said: “Etihad Airways is undoubtedly a leading airline on the international stage and this new livery is a real step change in the industry. I believe there will be nothing like it on any apron in the world.
“It tells the remarkable story of this region and of Abu Dhabi’s past, present, and future, providing a narrative for an innovative airline brand. We used the ambient geometry present in the architecture and culture of the emirate and reinterpreted it with a sense of Arabian modernism which has become synonymous with Etihad and Abu Dhabi itself.”
The entire Etihad Airways fleet of more than 100 aircraft, as well as those to be delivered, will be painted in the new livery during the next three years ensuring that the Facets of Abu Dhabi is seen across the world.
Etihad Airways will take delivery of seven wide-bodied aircraft in 2015—four A380s and three Boeing 787-9s—and seven narrow-bodied aircraft—one A320 and six A321s.
Etihad Airways, which celebrated its tenth anniversary in 2013, has introduced unique liveries on several of its aircraft to mark special events and occasions.
These include an Airbus A340 and A320 in Formula 1 livery to celebrate the Formula 1 Etihad Airways Abu Dhabi Grand Prix. The airline also flies a Manchester City FC Airbus A330 painted in the Premier League club’s sky-blue colours with the name and crest clearly visible on both sides of the aircraft.
Etihad Airways’ first Airbus A380 will operate on flights between Abu Dhabi and London Heathrow from 27 December 2014. The two subsequent deliveries of the A380 in early 2015 will also service the route, making it a triple daily A380 operation.
Later in 2015, A380s will operate to Sydney and New York as Etihad Airways receives its fourth and fifth aircraft. The airline has currently 10 of the giant double-decker airliners on firm order.
The Etihad Airways A380 is set to transform luxury air travel with The Residence by Etihad, which features a living room, separate double bedroom, and ensuite shower room, making it the first three-room luxury suite in history of commercial aviation.
The Residence by Etihad, located on the forward upper deck of the A380, can accommodate one or two guests, who will also have a personal butler trained by the Savoy Butler Academy in London.
Etihad Airways’ A380 will also feature new First Apartments— fully private suites with a separate reclining lounge seat and full-length bed—as well as the new Business Studio and Economy Smart Seat.
The first Boeing 787-9 Dreamliner sporting the new livery will join the Etihad Airways fleet in October 2014 and will enter commercial service on 1 December between Abu Dhabi and Düsseldorf.
This will be followed by Washington D.C., Mumbai, and other destinations on the network as more of the aircraft are delivered. The airline will be the largest network operator of the type in the world and currently has 71 Boeing 787-9 on firm order.
About Etihad Airways
Etihad Airways began operations in 2003, and in 2013 carried 11.5 million passengers. From its Abu Dhabi base Etihad Airways flies to 108 existing or announced passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia, and the Americas. The airline has a fleet of 104 Airbus and Boeing aircraft, and more than 200 aircraft on firm order, including 71 Boeing 787s, 25 Boeing 777-X, 62 Airbus A350s, and 10 Airbus A380s. Etihad Airways holds equity investments in airberlin, Air Seychelles, Virgin Australia, Aer Lingus, Air Serbia, and Jet Airways, and is in the process of formalising equity investments in Alitalia and Swiss-based Etihad Regional*. For more information, please visit: www.etihad.com.
*Operated by Darwin Airline
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