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.

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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."

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