A new Primeclass destination in Ankara, designed by Minale

Following its debut in Sofia, the new Primeclass concept arrives in Türkiye for the first time. Expanded and redesigned, the lounge at Ankara Esenboğa Airport’s Domestic Terminal brings the brand’s promise to life: “A Place to Be You”.

How can time spent at the airport become an integral part of the journey? In Ankara, this ambition takes shape in a space designed to accommodate different needs: working, sharing a meal, socialising or simply taking a moment to pause.

The opening ceremony brought together Aude Ferrand, CEO of TAV Operation Services, the executive leadership teams of TAV Airports and TAV Operation Services, and members of the press. Joining them was Marc Tarondeau, Partner and Creative Leader at Minale Design Strategy, who shared the thinking behind the lounge’s design and the choices that make the space feel intuitive to use.

The design translates this vision of hospitality into an experience that is both contemporary and rooted in its destination. The warmth of terracotta, references to local identity and attention to how people use the space create a welcoming environment where character, comfort and functionality come together. Art, flavours and welcome rituals carry this intention beyond the physical setting.

For Minale Design Strategy, this project illustrates how design makes a brand promise tangible through spaces, materials and details that support each traveller’s experience.

As the first expression of the new Primeclass concept in Türkiye, Ankara marks another step in the brand’s international transformation, with a shared ambition: to offer distinctive hospitality that reflects the spirit of each destination.