Delivering a holistic brand vision

Brand development, cabin interiors and ground services


HNA and PriestmanGoode have been collaborating for two years to bring to life an enhanced passenger experience and holistic brand vision. PriestmanGoode, the world’s leading design studio, was brought in for its expertise in aviation and customer experience, as well as our ability to create designs that reflect a sense of place and appeal to international passengers.

The new Dream Feather concept is inspired by the richness of Chinese culture and HNA’ distinct brand elements. The Garuda has acted as the starting point for the design. It references both the brand and the idea of flight. The shape of a feather has a beautiful, flowing movement within it, and can be abstracted to create simplified shapes that we have applied to every element of the cabin, as well as throughout the ground services. We have combined these distinct brand elements with tones of gold and red, which are emblematic of Chinese culture.

The Dream Feather design is being rolled out across the entire brand, giving passengers a holistic journey from home to destination.

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