Teague
The Dreamliner Has Landed
Boeing's new plane emphasizes spaciousness and comfort — with an eye-catching arch motif throughout intended to create a memorable brand language
Reena Jana
On July 8, Boeing rolls out its new, much-anticipated midsized 787 Dreamliner plane with a gala event at its Everett (Wash.) production facility. Here, we offer a peek at the design strategy behind the Dreamliner's interiors, designed by Seattle's Teague, a firm with a 60-year relationship with Boeing. The Teague team strove for a design language that would convey a sense of comfort and offer subtle yet memorable cues meant to signal the Boeing brand. The idea is to help passengers recognize a Dreamliner as a Boeing jet, no matter which airline owns the plane (the planes also feature modular elements that can be customized).
Seen here is the plane's entry, which features a soaring vaulted ceiling and a curvaceous, skylight-like overhead detail that gives a sense of space. "The idea is to welcome passengers to the airplane," says Teague Vice-President Ken Dowd. Teague, in partnership with Boeing, focused on customer needs when developing its design strategy, using a combination of international airline surveys, personal anecdotes, and ethnographic-style research. Teague was involved from the start of the design process, which began in 2001.
In 2002, Boeing opened its Passenger Experience Research Center, where designers tested prototypes for seating arrangements, windows, and other details, with tourists visiting the Boeing production center.
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