NewTerritory designs LATAM Airlines’ new amenity kit and bedding collection for premium business cabin

Aviation brand experience and design studio, NewTerritory, is proud to announce the launch of the new LATAM Airlines amenity kit and bedding set, a collection that complements the cabin environment and elevates the passenger experience through design, comfort and cultural authenticity.

The new amenity kit and bedding set represents the next chapter in NewTerritory’s partnership with LATAM Airlines as its strategic design partner, leading the transformation of LATAM’s product design experience. This collaboration continues the studio’s role in redefining the airline’s identity and design philosophy across every customer touchpoint.

In addition to the amenity bag, the collection includes a thoughtfully designed range of onboard products, a duvet, pillow, slippers and a bedding bag. Each item has been designed to enhance comfort while expressing LATAM’s regional identity through materiality and detail enriching the inflight experience and offering passengers a more complete sense of care and personal well-being.

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.”

Translating LATAM’s brand into hospitality design

In continuing its collaboration with LATAM Airlines, NewTerritory sets out to translate the airline’s rich brand world into a soft product collection for its Premium Business cabin. The goal was to design amenities that seamlessly blend comfort, design and hospitality, capturing the warmth and vibrancy of Latin America while enhancing the sensory experience onboard.

Vibrant colours, elegant patterns and tactile, functional details come together to form a characterful and collectible amenity kit and bedding set. Each element has been crafted to complement the cabin’s interior design, creating a cohesive environment that celebrates both regional culture and contemporary design sensibility.

Pattern as identity

At the heart of this project lies pattern as more than a visual language, it is a signature of the brand’s identity. As part of LATAM Airlines’ new product design philosophy, NewTerritory developed a bold, adaptive graphic pattern that flows across multiple environments - from aircraft cabins to digital touchpoints.

The design reflects the rhythm, richness and altitudes of Latin America, inspired by the continent’s landscapes and elements: earth, air and water.

Every tone within the collection can be traced back to a South American landscape, from the ochres of desert plateaus to the deep blues of the Pacific and the lush greens of the Amazon basin. This visual narrative embodies LATAM’s design philosophy: bringing the spirit of the region into every passenger journey.

A Strategic partnership shaping the future of LATAM’s design

This latest launch builds on NewTerritory’s appointment as LATAM Airlines’ strategic partner following a competitive multi-agency tender process. As part of this partnership, the London-based aviation design studio is leading a wide-ranging and comprehensive transformation of LATAM’s product design experience.

Marking the first collaboration between NewTerritory and the largest airline in the Southern Hemisphere, the studio is defining LATAM’s new product design identity and philosophy. Central to this work is the creation of a Product Design Bible – a foundational document that establishes the principles behind every LATAM touchpoint, from check-in counters and lounges to the aircraft cabin itself.

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NewTerritory designs LATAM Airlines’ new amenity kit and bedding collection for premium business cabin

Translating LATAM’s brand into hospitality design

Pattern as identity

A Strategic partnership shaping the future of LATAM’s design

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