Primeclass
The place to be you
Primeclass, the premium brand of TAV Operation Services, is entering a new era. Long recognised for its lounges in major international airports, it is now redefining its role and experience. More than just a waiting space, Primeclass becomes ‘The place to be you’. A complete travel experience, emotional, inspiring and profoundly human. A new vision of airport hospitality, driven by the ambition to transform waiting time into a moment that truly matters.
Industries
- General Retail,
- Travel.
Skills
- Strategy,
- Brand Architecture,
- Brand Design,
- Retail Design.
Challenge
Operating in 19 countries with more than 80 lounges welcoming 10 million travellers each year, Primeclass needed to take a new step forward. The aim was to go beyond a purely functional approach to embody a lifestyle brand capable of uniting an international clientele with diverse expectations. In the context of a rapidly evolving travel industry, a new approach to hospitality had to be imagined, one that is smoother, more inspiring and more sustainable.
Solution
The transformation was built on a brand strategy developed in collaboration with TAV Operation Services, combining strategic vision, design and customer experience. Following an in-depth study of travellers’ behaviours and needs, the brand platform defined Primeclass’s new lifestyle, inclusive and experiential positioning. The identity was redesigned to express this vision through a modern and welcoming graphic system.
An immersive concept
Centred around the principle ‘The place to…’, the new Primeclass concept adapts to the needs and rhythms of every traveller: live, enjoy, work, relax and play. Each area conveys a distinct experience, turning the lounge into a genuine living space, vibrant, inclusive and full of life.
A living architecture
The interior design combines natural materials, terracotta tones and botanical touches to create a warm and soothing atmosphere. The spatial layout encourages fluid circulation and a balance between privacy and openness. Each lounge shares a common signature, enriched with local details and inspirations, rooting the Primeclass concept in every culture while preserving its unity.
An elegant identity
The new emblematic P, paired with the terracotta colour, embodies the essence of Primeclass, a blend of sophistication and human warmth. The refined and balanced typography reinforces this duality between modernity and approachability. Rolled out across all touchpoints, the visual identity asserts a premium presence consistent with Primeclass’s vision of airport hospitality.
