By introducing an "haute couture" first class, the airline underlines its fundamental values grounded in French luxury.
"France is in the air." After 15 years of "making the sky the best place on earth", Air France has a new slogan that in five words encapsulates the spirit of a company that since its beginnings has promoted the French art of living. Down the years, artists, couturiers, master chefs and designers have helped consolidate the image of an airline keen to spread the reputation and influence of French culture and lifestyles. In the Sixties, the bars of its Boeing 707s were decorated with tapestries woven in Aubusson ateliers and designed by such leading proponents of abstract art as Sonia Delaunay, Camille Hilaire and Pierre Soulages, while its air hostesses were dressed by top fashion names: Dior, Balenciaga, Jean Patou, Nina Ricci, Carven, Louis Féraud, Christian Lacroix.
Raymond Loewy to Philippe Starck
Designers such as Raymond Loewy – high priest of industrial design –, Charlotte Perriand, Andrée Putman and Philippe Starck have likewise contributed, and gastronomy too has played its part since post-war days. The first hot meals were concocted by top-class chefs from palatial hotels such as the George V in Paris and the Negresco in Nice; their specially conceived dishes were served in Limoges china with silver cutlery and crystal glasses.
La Première, luxury at 10,000ft
This idea of on-board French luxury has been given a fresh boost by a new first class – La Première – designed as luxury mini-suites. Each can be curtained off to provide 3m² of private space and its seat converts into a 2m x 77cm bed; a saddle-stitched leather headrest and wood accents are among the details that contribute to the impression of exclusiveness. The menus are developed by Michelin-starred chefs (Joël Robuchon, Anne-Sophie Pic, Régis Marcon, Guy Martin) and the tableware is by famous designer Jean-Marie Massaud, who worked with Bernardaud and Christofle to create a collection conceived as "an idealised tribute to fine dining. My idea wasn't to simply transpose that culture but to reinterpret it by evoking the archetypes of such refinement so as to create a pristine tablescape of white, silver and crystal." Welcome to seventh heaven!
By Alexandre Benoist
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