Aviation brand experience and design studio, NewTerritory, has been appointed as LATAM Airlines’ strategic partner to deliver a wide-ranging and comprehensive transformation of its product design experience, following a competitive multi-agency tender process.
Marking the first collaboration between the London-based studio and the largest airline in the Southern Hemisphere, NewTerritory will lead the delivery of LATAM’s new product design identity and design philosophy, along with the supporting documentation that will shape all future design programme launches. As the sole partner for this strategic element, NewTerritory will define the creative direction and ensure it ties seamlessly across the entire passenger and employee experience, feeding directly into future developments and launches.
The all-encompassing project begins with the creation of a comprehensive Product Design Bible - a foundational document that will define what it means to step into a LATAM space. From the check-in counter and airport lounge to the aircraft seat, this work will establish the core principles that guide every touchpoint in the passenger journey.
