Colour in the clouds
This feature was originally published in Onboard Hospitality Magazine
In a world where aesthetics are everything, airlines are seizing the moment to stand out in a competitive marketplace. Partnering with artists to create visually appealing inflight amenity kits, airlines are using them as clever marketing tools to communicate brand, comfort, luxury and first-class service to passengers hungry for unique travel experiences.
Packed with everything from luxurious skincare brands to tech gadgets, amenity kits are one inflight extra that passengers are likely to take home and reuse. For airlines this presents a unique opportunity: create visually striking, premium amenity kits that encourage brand loyalty and elevate brand messaging even when the passenger has disembarked. By using artist partnerships to move away from the more obvious airline branding, companies can connect with customers on a creative level globally – good news for travellers and airlines.
From cotton balls to luxe skincare
But it wasn’t always this way. Although amenity kits first started appearing in premium cabins as early as the 1930’s it wasn’t until the ‘50s and ‘60s that they became more popular. Forget silk eye masks and cashmere socks, back then passengers were more likely to be given cotton balls to drown out the cabin noise and a packet of matches so they could enjoy a cigarette or two during the flight.
Today, thankfully, it’s more about enhancing the overall airline experience and standing out from the competition in a unique way. Sustainability and wellness are buzzwords that are on everyone’s lips – something that can no longer be ignored by the aviation industry when it comes to inflight passenger offerings. Combine wellness, sustainability and inspiring art and airlines are onto a winning formula.
Art to inspire
As part of Japan Airlines (JAL) introduction of the new Airbus A350-1000, it collaborated with FORMIA to create a collection of Business class amenity kits. The kits featured artwork by artists from Heralbony, a creative community that challenges preconceptions of disability through art. Founded by the Matsuda twins, Takaya and Fumito, in 2018, they were inspired by their older brother Shota, who has autism.
Similarly, Icelandair introduced Business class amenity kits that featured works by Icelandic artist Sarah Riel. Using local design references that mirrored Iceland’s unmistakable connection with nature, the partnership reflected both the airline’s brand message and Iceland’s unique DNA, taking passengers on a journey of a different kind.
Also recognising the unique opportunity to connect kits with local culture and heritage, United Airlines introduced them for United First passengers travelling between the continental U.S. and Hawaii. With skincare products provided by Ua Body, a Hawaiian brand, the reusable kits featured artwork from local artist Christie Shinn. Four different designs featured local landscapes to excite and inspire travellers.
Boutique hotel experience in the sky
Clip Limited partnered with Brussels Airlines to create its Business class kits. Showcasing three Belgian female entrepreneurs – handbag designer Griet Aesaert, skincare expert Barbara Geusens of Nomige and artist Elisia Poelman – they collaborated to create amenity pouches that change every six months. “We wanted to create a boutique hotel experience in the sky,” says Sandy Coenen, Inflight Product Equipment Manager of Brussels Airlines. “A collaboration with these independent entrepreneurs fits perfectly with our ethos, underlining our Belgitude – where we show the world the best of Belgium.”
“The artists understood perfectly what we needed. They were so enthusiastic and had such a positive attitude during every interaction. They come from different backgrounds and all have a shared passion for design, style and comfort. They have created a unique collector’s item,” says Coenen.
Cindy Lam, Director of Clip Limited explains: “By combining artists into the mix, the bright, colourful, fresh paintings on the kits give a fun, optimistic and surprising look to the pouches. The whole story comes alive and makes them more interesting, turning them into a sought-after item.”
And they work in terms of sustainability too. “They were created to be memorable art pieces, so guests take the kits with them and treasure them long after the journey has ended. Offering a limited-edition artist-designed kit makes it more memorable. It also promotes less waste onboard as guests re-use it again and again. It’s a sustainable solution that benefits everyone.”
Authenticity meets aesthetic appeal
Iceland Air wanted to create a unique passenger experience that reflected the airline’s identity while showcasing local culture and artistry. So they teamed up with Skysupply to make it happen. Wolfgang Bücherl, Managing Director of Skysupply, says: “Standout collaborations often involve renowned or locally loved artists whose work connects deeply with the airline’s destinations or brand values. For example, Icelandair partnering with the artist Sara Riel to showcase cultural heritage resonates strongly, combining authenticity, storytelling and aesthetic appeal.
“For the airline, these collaborations offer a fresh, distinctive way to reinforce brand messaging, stand out in a competitive market and create a premium perception,” says Bücherl. “For the artists, they gain exposure to a global audience and the opportunity to expand their portfolio by working on a high-visibility project, potentially leading to further collaborations and recognition.”
Key considerations for Skysupply include aesthetics, usability, sustainability and alignment with the airline’s brand identity. Collaborations with artists add an exclusive touch, elevating the premium appeal. Passengers express excitement and appreciation for the kits, viewing them as keepsakes.
Reuse, reduce, recycle
Other trends the company is reporting include airlines and partners using eco-conscious materials, multi-purpose items, digital integrations (for example, QR codes linking to destination guides) and customisation options that cater to individual preferences. Minimalist designs and kits that double up as reusable items, such as travel pouches or tote bags, are also gaining traction with airlines. Bücherl predicts we might also see interactive elements, such as augmented reality experiences tied to the artist’s work, further enhancing passenger engagement and storytelling.
So how do airlines go about sourcing artists for the collaborations? Manoj Pridhanani, Chief Design Officer and Head of Sustainability at Kaelis explains: “Finding artists to collaborate with us is an exciting process – it’s like catching a free bird. At Kaelis, we’re always on the lookout for talented individuals, whether they’re painters, illustrators, designers or photographers. Artists are genuinely enthusiastic about these partnerships, making the process not only productive but also incredibly enjoyable.
“The next step is identifying the perfect match, which often happens organically,” says Pridhanani. “Sometimes it’s simply about the right timing or aligning the project’s vision with the artist’s style. It’s a bit like solving a puzzle, bringing together pieces that fit seamlessly to create something extraordinary.”
The company’s recent collaboration with Iberia features a design by Teresa Helbig, an award-winning Spanish designer celebrated for her timeless, elegant creations. The project is part of Iberia’s Talent on Board program, which promotes exceptional Spanish talent. Pridhanani says: “The kits are a reflection of Iberia’s heritage, with a sophisticated dark blue base accented by red and yellow, inspired by the Spanish flag. At the heart of the collaboration is sustainability – every element has been thoughtfully crafted to minimise environmental impact while delivering a premium and culturally rich experience for passengers.”
A memorable flight experience
Bryony Koziol, Design Manager at Plane Talking Products believes that passengers are more likely to engage with artist-designed kits because they stand out as believable and thoughtful. Kits often spark curiosity and serve as conversation starters, making the inflight experience more memorable. The collaborations allow airlines to tell a story through their products in an authentic way. Koziol says: “With trust, transparency and sustainability high on the purchasing agenda for consumers, understanding evolving consumer beliefs and values is crucial for brands navigating these dynamics. So, it makes sense for airlines and their partners to collaborate with genuine local talent.”
As Kaelis’ Pridhanani puts it, “Art has the unique ability to bring magic to everyday moments. It challenges conventions, sparks meaningful conversations and offers fresh perspectives that inspire us to think, imagine and dream.”
By continuing to integrate art into the travel experience, airlines can create memorable moments that enhance the journey, making every trip unforgettable.