JetBlue’s new transatlantic Mint product features private suites and studios with their own sliding doors and luxurious interior design. Olivia Palamountain reports
JetBlue has unveiled an innovative, upgraded version of its Mint experience, which offered consumers “a fresh take on premium travel at an unpremium price” when it launched back in in 2014.
Originally focused on transcontinental flights, the brand has now set its sights on transforming transatlantic travel with private booths and an ultra-spacious front-row Mint Studio concept.
Designed in partnership with Acumen Design Associates and launching on JetBlue’s London flights this summer, the new-look Mint business class offering will feature a thoughtful, residential-inspired design and custom touches throughout the cabin interior.
“Residential textures” abound, such as flannel-covered privacy dividers, concrete lampshades, woodgrain table patterns and soft, vegan leather-covered seats and headrests. Bedding is by Tuft and Needle, which has supplied T&N Adaptive® Foam cushions, memory foam pillows and customisable blankets.
JetBlue is the first carrier to outfit its aircraft with Thompson Aero Seating’s VantageSOLO seat, a herringbone configuration designed for narrow-body aircraft and further customised for JetBlue.
As part of the relaunch, JetBlue will also introduce Mint Studio, sporting the largest bed and Thales AVANT entertainment screen (22 inches) on any US airline. Conceptualised by Acumen and developed in partnership with AIM Altitude, each JetBlue aircraft will have two Mint Studios in the front row.
Onboard catering has had an overhaul too. JetBlue has partnered with Delicious Hospitality Group to bring NYC hotspots Charlie Bird, Pasquale Jones, and Legacy Records to passengers.
She adds: “It’s remarkable how Mint’s thoughtful design has resonated with customers as we successfully grew it to more than 30 routes. We put our heart into this redesign of Mint and were inspired by our original vision of offering customers an exceptional experience at a lower fare – which is what JetBlue is all about.”
The rise of Isolation Class
We wrote: “Real-estate has always been at a premium onboard airlines but in the viral age, sectioned off private cabins will be a highly desirable luxury for which airlines will be able to charge top dollar. Carriers that already offer customers self-contained ‘suites’ will do well, especially those with full-height curtains or doors. Examples include Air France La Première and the newest version of Emirates first class – most others don’t have full-height dividers.
“According to Globetrender’s Future of Business Travel report, which surveyed more than 2,000 international frequent flyers, 75 per cent of respondents said that being able to fly first or business class would make them more likely to travel for work in the future. This was second only to there being a Covid-19 vaccine (80 per cent).
“The promise of a private suite will no doubt sweeten the deal further, even though airlines are keen to reassure passengers that the risk of catching Covid in the air is small (the problem is, what if you are sat next to someone who is coughing for six hours?).
“Visionary design firm PriestmanGoode is seeking to solve this with its new concept for business class Pure Skies Rooms, which sees passengers seated in private booths separated by full-height curtains.”
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