How SWISS Senses turns flying into pleasure. An interview with Antoine Lisboa, Head of Brand Identity and Design at SWISS.
Antoine, what went through your mind when you had to define SWISS Senses emotionally?
The first thought was: how does someone feel when they step onto the aircraft? We wanted that moment — the first sense of the cabin — to trigger a feeling of relaxation. Out of that came the guiding idea: wellbeing as the starting point for every design decision. We reassessed existing materials and fabrics and developed new ones, with the aim of creating a warm, high-quality atmosphere that can be felt in every class.
The design is inspired by Switzerland: how did you translate the values of nature, calm and hospitality into the cabin?
Swiss design is not loud. It does not show itself through abundance but through quality and durability. We deliberately went for understatement and for timeless design that will not look dated tomorrow. The bordeaux tones stand for warmth and nobility. The warm, muted colours and the restrained green are a reference to Swiss nature and the calm it radiates.
SWISS Senses addresses all the senses: how is that reflected in the cabin?
That is the beauty of this project: it is a holistic concept. Hearing is addressed on boarding and disembarking by our new SWISS music. The eyes take in the new cabin with its design and the Human Centric Lighting — lighting that adapts to the body’s rhythm, reduces jet lag and genuinely carries the atmosphere. But the visual experience does not end with the cabin: every detail, from the menu to the salt and pepper set to the label on our signature cocktail, follows our design identity. Touch is activated by fine, natural materials — our seat fabrics, the leather, the blankets in SWISS Economy made from recycled material in a warm bordeaux. Smell, through our signature scent, Alpine Valley by Soeder, which brings the essence of the Swiss Alps on board.
What role does sustainability play in the design and the choice of materials?
It is not enough simply to choose a “green” material — you have to consider the whole context. The materials must meet strict safety standards, be as light as possible and durable at the same time. A thin fabric that has to be replaced after a few months is anything but sustainable. It is always a balance between weight, resilience, safety and ecological footprint.
If SWISS Senses were a message to guests, what would it say?
“Here you are allowed to arrive — fully yourself.”
Which part of the new cabin would you show a friend first?
I would let them touch the materials first. Because there is an important statement behind them: at SWISS, “premium” is not an empty claim. The seat covering, for example, is identical in every class — same quality, same composition, only the colour differs. That says it all.
And what does Switzerland actually mean to you?
Switzerland is a multicultural country, shaped by mutual respect and the meeting of different cultures. That is what we wanted to carry into our new cabin: to create a space in which every person feels welcome, regardless of background or age.
Originally from Neuchâtel, he now lives in Lausanne. Bachelor of Arts in Visual Communication from HEAD – Genève. Besides Switzerland he loves New York, Tokyo and the Swiss mentality.
Photo: Raphael Hadad
