Taking fine art to the skies
Virgin Atlantic collaborates with British artist, Ben Eine, to launch first ever commercial art gallery in the air. The gallery is on the flights connecting London and New York; a sector very popular with Indian travellers.
TT BUREAU In
a world first, Virgin Atlantic has launched a commercial art gallery at 35,000ft, offering Upper Class passengers flying between London and New York the opportunity to view, and purchase, a series of one-of-a-kind paintings by renowned British artist, Ben Eine, all from the comfort of their seat.
“We have witnessed a strong demand among the transit passengers from India, with over 40 per cent growth to New York from Delhi. We have seen a near doubling of the number of Upper Class passengers travelling with us from Delhi to Newark last year,” says Stephen King, General Manager, Virgin Atlantic- India.
The Gallery in the Air, which takes place between February 1 and 28, 2013, is the latest cutting-edge initiative from Virgin Atlantic to further enhance passengers’ inflight shopping and entertainment experience, taking the display and sale of fine art into uncharted territory. Each piece is inspired by the adventurous and innovative spirit of Virgin Atlantic, its entrepreneurial owner Richard Branson, and the iconic transatlantic cities of London and New York.
“We like to do things differently at Virgin Atlantic and are always finding new ways to surprise and entertain our customers. Our new gallery in the Air is the first ever commercial art gallery in the sky and is a good example of this,” says Richard Branson, President, Virgin Atlantic Airways.
The eye-catching canvases will be on display across the London Heathrow, JFK and Newark Clubhouses and, as passengers take their seats, they can take a virtual tour of the Gallery in the Air, look behind-the-scenes at the making of the Virgin Atlantic artworks by Eine in his studio and buy the unique pieces of art for themselves in exactly the same way as they would a duty-free shopping purchase.
Further discussing plans for this year, King adds, "We have also launched a domestic flying programme within the UK from March 2013. The new schedule will connect Delhi, Mumbai with Manchester and Scotland (Edinburgh and Aberdeen) via London, Heathrow. The airline will be adding 24 domestic flights a day within the UK to its existing long haul network that will strengthen connectivity for its Indian passengers from Delhi, Mumbai, Pune and Punjab. The new flights within the United Kingdom will strengthen the connectivity Virgin Atlantic offers from Delhi and Mumbai."