Primeclass
Primeclass, the premium brand of TAV Operation Services, is entering a new era. Long known for its lounges at the largest international airports, it is now rethinking its role and experience. More than just a waiting space, Primeclass becomes "The place to be you". A full, emotional, inspiring and resolutely human travel experience. A new vision of airport hospitality, driven by the ambition to transform waiting into an important moment.
Challenge
Present in 19 countries and with more than 80 lounges hosting 10 million travellers each year, Primeclass had to take a new step. The aim was to go beyond purely functional logic to embody a lifestyle brand, able to unite an international clientele with varied expectations. In a context of profound change in the travel sector, a new, more fluid, inspiring and sustainable approach to hospitality was needed.
Solution
The transformation was based on a brand strategy led in collaboration with TAV Operation Services, combining strategic vision, design and customer experience. After an in-depth study of travellers' behaviours and needs, the brand platform defined the brand's new lifestyle, inclusive and experimental positioning. The identity has been redesigned to translate this vision through a modern and welcoming graphic system.
An immersive concept
Designed around the principle "The place to...", the new Primeclass concept adapts to the needs and rhythms of each traveller: live, enjoy, work, relax and play. Each area translates a specific experience, transforming the lounge into a real place of life, vibrant and inclusive.
A living architecture
The interior architecture combines natural materials, terracotta tones and vegetal touches to create a warm and soothing atmosphere. Scenography promotes fluid circulation and balance between intimacy and openness. Each lounge shares a common signature, enriched with local details and inspirations, anchoring the Primeclass concept in each culture without altering unity.
An elegant identity
The new iconic P, combined with terracotta colour, embodies the essence of Primeclass. It reflects both sophistication and human warmth. The clean and balanced typography reinforces this duality between modernity and accessibility. Deployed on all media, visual identity affirms a premium presence, consistent with its vision of airport hospitality.
