Living the high life with Emirates
Stephen Scourfield hears of the choreography involved in first and business class.
The light grows gently at sunrise. During the day, there’s a wash of colour. Then the light fades with sunset, and then the stars come out and sparkle.
And that’s all inside the cabin of Emirates’ A380.
“Emirates first introduced mood lighting,” points out Terry Daly, Emirates’ divisional senior vice-president service delivery, speaking at Emirates Group Head Quarters in Dubai.
“Colourwash and starlight. We can run sunrise and sunset, and stars at night.”
Just as flight technicalities of the Airbus A380 are remarkable, so must the decor and service be, too.
And “from day one”, Emirates has been involved in making its A380, which started flying between Perth and Dubai on Friday, very much its own.
Mr Daly explains: “There’s quite a degree of freedom in terms of style and finish. We are a full-service, value company and we tend to invest in our interiors. Then, when it comes to actual service on the plane, it’s about choreography.”
The choreography of the Emirates A380 was fully developed and practised at the earliest stages of design — long before the first plane was delivered for service in 2008. A mock-up had been built and Emirates’ experienced staff and crew practised. They were involved in lighting design and choosing fabrics.
Deciding all these features is a creative process, Mr Daly emphasises. “There is art as well as science. There is logic but it’s about judgment.”
It’s also about giving even more experienced and demanding customers the sort of experience they expect.
The A380 has almost 2000 channels on Emirates’ ICE (information, communication, entertainment) system. “We also have YouTube channels — we are constantly developing ICE.”
Most Emirates A380 aircraft give 10MB of free wi-fi data, then $US1 ($1.30) is charged per 500MB.
“The way of the world is such that it is expected,” Mr Daly says. “Your mobile just works and you are getting pretty nominal roaming charges.”
It is interesting thinking back even a couple of years, to the resistance from many passengers to the looming use of mobiles on planes.
“I can honestly say I can’t think of a single issue we have had with it,” Mr Daly says.
The A380 has 400 economy seats on the lower deck and 76 business-class “mini pod” seats and 14 private suites on the upper deck.
The business-class seats are staggered for “a degree of privacy not always found in business-class seats”, Mr Daly says. Some in the middle are more suitable for couples sitting together.
The upper deck has a lounge at the rear, which both business and first-class passengers use.
“It is proving to be extremely popular in this airplane,” Mr Daly says.
There is a fully stocked bar, hot and cold snacks coming out, sofas and a chance to chat. “It’s a social hub.”
Using the space for the lounge, rather than for fare- paying seats, was a big decision according to Mr Daly. There is, obviously, a “cost” to it.
“It was a very important decision. But we took the decision because we thought it would increase the attractiveness of flying on this aircraft,” he says.
“We introduced first-class suites in 2003 and they have been copied a number of times over.” They have electric-closing doors and there’s dining on demand.
But all customers on the plane will receive fine fare, Mr Daly insists. “We don’t scrimp and save on the food offering. Our food offering is in line with our theme of quality and generosity.”
Stephen Scourfield flew to Dubai as a guest of Emirates.
FACT FILE
For planning and booking, visit emirates.com/au or travel agents. Or phone the Perth booking office on 9324 7600, or visit the booking office during business hours at Level 2, 181 St George’s Terrace, Perth.
