NewTerritory has announced that the London-based aviation brand experience and design studio has been appointed as LATAM Airlines’ strategic partner to deliver a wide-ranging and comprehensive transformation of its product design experience.
The design studio, as the sole partner for this strategic element, will be defining the creative direction and ensuring it ties seamlessly across the entire passenger and employee experience, feeding directly into future developments and launches.
A comprehensive Product Design Bible will be created, defining what it means to step into a LATAM space from the check-in counter and airport lounge to the aircraft seat and the new design experience will then progress into the development of a number of future design programme launches later into the year, including hard and soft products.
Nadja Orwell, Director of Client Partnerships at NewTerritory, said: “Flying may be more familiar than ever, and because of that, customer expectations continue to evolve with growing demand for personalisation, comfort and considered moments throughout the journey.
“For airlines, this means working harder than ever to deliver experiences that feel intentional, elevated and memorable to create moments that speak to passengers’ emotional needs.
“That’s what makes this partnership with LATAM so exciting. Starting with the Product Design Bible gives us a clear foundation to define what LATAM stands for as a brand – and to express that design DNA across future programmes, shaping the onboard journey for both passengers and crew. It’s an approach that brings consistency, coherence and, most importantly, experiences that truly resonate.”
Dominic Purvis, SVP of Product and Customer Experience at LATAM Airlines said: “NewTerritory demonstrated a unique ability to connect brand, design and customer experience in a way that felt both strategic and emotionally intelligent. Their creative approach and cross-sector insight made them the standout choice in a highly competitive process.
“This partnership marks a major step in our journey to deliver an elevated, distinctive and cohesive LATAM experience – one that reflects the warmth, diversity and vibrancy of Latin America while embracing innovation and human-centred design. We’re not just enhancing the travel journey, we’re crafting an experience that is emotionally resonant, culturally authentic and truly unlike any other, making it unmistakably LATAM.”
