Designing the Next Chapter of LATAM

For over a decade, PriestmanGoode and LATAM have worked in close partnership to shape an onboard experience that reflects the spirit of South America. Since the airline’s formation in 2012, our collaboration has evolved alongside the brand itself, growing in ambition, confidence and clarity. 

This project represents an evolution of the work we have built together over many years. We helped translate LATAM’s core brand values of caring, engaging and vibrant into a cohesive, tactile environment that feels contemporary yet deeply rooted in place. At its heart is a defining principle: ultimate comfort. Every design decision, from spatial planning to material finish, was guided by the ambition to create a cabin that feels intuitive, reassuring and elevated.

Care is expressed through atmosphere. The cabin embraces passengers with warmth and composure, combining refined detailing with a strong sense of belonging. Engagement is realised through materiality and touch. Layered textiles and finishes inspired by South American craftsmanship create a subtle dialogue between passenger and space. Vibrancy emerges through confident colour and expressive form, bringing energy and movement into the cabin architecture.

PriestmanGoode took inspiration from the land itself, blending earthscapes and urban landscapes to tell a story of rich heritage. LATAM’s brand colours were reinterpreted through natural references including raw minerals, stone and natural dyes, redefining the palette with greater depth and maturity. Business Class features Mined Gold, Iron Oxide, Deep Azurite and Heritage Stone to create a calm, elevated experience, while Economy combines Roucou Maroon, Lapis Lazuli and Soft White for a lighter, more dynamic atmosphere.

The result is a cabin that feels unmistakably LATAM: contemporary, confident and designed around ultimate comfort.