The two-storey pop-up allows guests to try out Air New Zealand's Business Premier seats, which come with a memory foam mattress, duvet and pillows. Also available to experience is the Economy Skycouch, which is targeted at couples wanting to spread out or parents who need a play area for the kids. The lounge area downstairs also functions as a workspace, and includes wifi.
The pop-up is also serving the brand's airline food, and is aiming to change the perception that food served on board flights is always bad. Recent research found that a quarter of Brits believed airline meals to be worse than school dinners and hospital food, and Air New Zealand's pop-up eatery intends to shift that perception.
The menu on offer at the This Is How We Fly pop-up has been devised by Peter Gordon, a chef and restauranteur from New Zealand, and invites guests to test out the freshness of the food that will be served on-board Air New Zealand flights.
Chris Allison, Air New Zealand spokesperson, said: "We've done a lot of research in the past year around the misperceptions of travelling long haul, and some people have a few trepidations about longer flights. We're here to showcase everything about the Air New Zealand long haul experience, and it's based around our on-board features. So you can see all of our seats, you can see our Economy Class, our Skycoach, our Premium Economy and our Business Class. We're bringing in our other elements too, so we've got our food and beverage selection."
When discussing the importance of experiential, Allison said: "Experiential is a growing importance for the brand. This is the first event of its kind that we've done, but I think there's been a lot of interest, and we're in a fantastic location in the middle of Soho. Air New Zealand is a long haul airline, so if you're considering travelling long haul, there's not really any easy way to try before you buy. So that's why we're here, to give people the chance to try us out before considering travelling with us to Los Angeles or New Zealand. We'd love to take it out to different parts of the country, and repeat similar types of events."
More: German airline Lufthansa staged a fashion show on a flight from Frankfurt to New York in February, in celebration of New York Fashion Week. In December, Norwegian Airlines staged a 5D experience in Westfield Stratford City, offering guests 15-minute virtual transatlantic holidays to the USA.
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