Enhanced Economy Class Product takes Centre Stage

Qatar Airways launched its new enhanced Economy Class product at the recent ITB event in Berlin, with a high impact reveal orchestrated by leading global brand experience company, Cook & Associates. The brief was to create a show-stopping brand experience, using a Kabuki-drop reveal to unveil the bespoke exhibit launching the new Economy Class. Cook & Associates also delivered a luxurious double deck main stand adjacent to the Economy Class exhibit, designed to reflect the unique 5-star Qatar Airways’ quality and hospitality.

Attracting huge crowds of visitors, media and VIPs, the main reveal event provided a platform for Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, to detail the airline’s plans for 2019 including a host of new destinations. Innovative interactive technologies featured extensively, ensuring that visitors enjoyed a fully immersive experience. In Economy Class, they were able to interact with the new seating and enjoy the on-board Qatar Airways’ ethos of comfort, convenience and space first-hand. This was complemented by state of the art technology features including a synchronised overhead lighting chase and an interactive presentation of the Oryx One in-flight entertainment system.

Cook & Associates fielded a total team of 40 at ITB for 2019 – providing a full-service delivery for Qatar Airways, encompassing all aspects of design, production, and show support. Working with long-standing technology partners DB Systems, the main double deck featured over 400 LED tiles running around the entire stand to showcase Qatar Airway’s destinations and key messages for maximum indoor impact. Technology also played a major part in creating opportunities for unique visitor interactions, from the VR areas and numerous touch screens around the stand to the green screen entertainment zone, where visitors could be pictured with their dream destinations in the background. 

ITB is an important annual event for Cook & Associates, featuring in its busy show calendar since 2003. Qatar Airways is one of a number of blue chip clients in the aviation industry, reflecting Cook & Associates’ reputation for creating memorable brand environments with immersive customer experiences. As a full-service organisation, the company provides strategic in-house delivery across design, production, show support and lifecycle management. In 2018, Cook & Associates delivered over 110 complex stand and chalet projects at 58 events around the world, with a 98% long-term client retention rate. 30 staff are currently based at Cook & Associates’ UK headquarters, close to Birmingham, with offices also in the United States and Singapore, supported by an expert associate network around the globe.

High resolution images are available on request: Cook & Associates Image Request