May / June / 2025

Harmony and Perfection in the Air

Korean Air’s newly envisioned cabin environments embody this ideal for impeccable hospitality, designed for the most discerning of travelers. Accompanied by in-flight service elements born from profound aesthetic intuition and meticulous attention to detail, every moment transcends the ordinary, becoming truly meaningful.

Ultimately, whether on the ground or high above it, what everyone desires is their own serene haven. When such a space is elevated through exceptional taste, true perfection emerges.


A Brand Experience Shaped by Unwavering Authenticity

The comprehensive in-flight experience that passengers encounter is of paramount importance to Korean Air. Creating such an experience requires exceptional artistry and precision. Supreme comfort and emotional resonance are not achieved by happenstance; they are the result of countless deliberate choices, each guided by intuitive understanding. Korean Air approaches these decisions with genuine empathy, fully considering the passenger’s perspective.

“I would say the core concept of service is about creating heart-to-heart connections. So the goal that we have here is to build genuine relationships with our passengers. It’s not just about providing them with a service,” says David Pacey, EVP of Korean Air, capturing this philosophy perfectly.

The newly introduced premium class in-flight elements are infused with Korean Air’s distinct heritage, artistic sensibility and guiding principles. These thoughtfully renewed elements serve as conduits for the brand experience, elevating each moment aboard. To achieve this vision, Korean Air has joined forces with globally revered luxury houses, resulting in design details of remarkable sophistication and finesse. Beyond this, the airline has meticulously crafted an experience of profound distinction — one that invites genuine passenger immersion and connection.

This unwavering commitment by Korean Air to establish new industry benchmarks leaves other airlines in its wake, and the airline continues its ambitious journey toward redefining luxury air travel.

Designed for the demands of long-haul travel, the new bedding service prioritizes unparalleled comfort. In First Class, a bespoke turn-down service transforms the seat into a serene haven for repose upon request, complemented by elegant comfort wear and slippers. Furthermore, beginning this June, Prestige Class guests on long- haul routes will also benefit from the introduction of plush, quilted mattresses to enhance their slumber.

KOREAN AIR ✕ Frette

Boarding a 5-Star Hotel Experience

“We crafted a program to mimic the same experience you could have at a 5-star hotel — a trend in terms of sleeping in comfort but in an elegant way.”

Filippo Arnaboldi (CEO, FRETTE)

The Epitome of Bedding: Uncompromising Luxury

Central to this renewal was Korean Air’s vision to elevate the entire premium class flight experience into a realm of unparalleled comfort and luxury. For this ambitious endeavor, the airline partnered with Frette, unequivocally the world’s benchmark in luxury linens. Frette exclusively crafted their products for Korean Air, including not only duvets and pillows but pajamas and slippers as well. First Class is further distinguished by Frette bed linens and loungewear made with meticulously selected cotton, promising an even more sublime slumber. Rather than merely replicating terrestrial sleep environments, Korean Air seeks to transcend them.

As Frette CEO Filippo Arnaboldi articulates, this collaboration represents “a meticulous devotion to every detail the passenger encounters, from the moment of departure to the final arrival.”


KOREAN AIR ✕ GRAFF

Curated Amenities for the Discerning Traveler

“We selected Graff as our partner to introduce the concept of our amenity being top of the class and also introduce an elegant fragrance, a sense to make them feel comfortable.”

Kenneth Chang (Executive Vice President, Korean Air)

High-End Jewelry Meets Unrivaled Craftsmanship

The distinct environment of an aircraft cabin calls for exceptional skincare. In response, Korean Air sets a new benchmark in in-flight luxury through an exclusive partnership with Graff, the world-renowned high jewelry house known for sourcing the rarest gemstones and redefining elegance through visionary design. This collaboration introduces a meticulously curated selection of Graff’s luxurious skincare products along with a signature fragrance that enhances the overall experience.

The first class amenity collection features a nourishing face cream, a refreshing facial mist, a rich hand cream, a soothing lip balm, an elegant perfume and thoughtfully designed comfort essentials.


KOREAN AIR ✕ BERNARDAUD

A Canvas for Culture and Aesthetic Sense

“It is always interesting for Bernardaud to work on special contents, trying to push its creativity. I was happy to work new shapes that could meet the standards of Korean food.”

Michel Bernardaud (CEO, BERNARDAUD)

The Soul of French Porcelain

Bernardaud, with its 160-year legacy of excellence, has created extraordinary tableware exclusively for Korean Air’s First Class. Anchored by Bernardaud’s signature modern, luminous white, the design achieves a refined simplicity. A vital element of this partnership was contemporary design aesthetics. Drawing inspiration from the geongwe(乾卦) trigram motif from the Korean flag, the resulting design is both modern and innovative. This encourages the inherent exquisite beauty of hansik (Korean cuisine) and other culinary creations to truly shine on the subtle elegance of the porcelain canvas. Each piece of Bernardaud tableware has been meticulously crafted with consideration of the in-flight menu and table scale.


KOREAN AIR ✕ ARMANI/CASA

Savoring Fine Dining Above the Clouds

“As guests receive their Armani/Casa experience onboard, the timelessness and warmth of this arrangement will create a familiarity which guests will return to time and time again.”

Janet Gibson (ARMANI/CASA Project Lead, Buzz)

The Perfect Harmony of Functionality and Style

Through this renewal, passengers in Korean Air’s Prestige Class can now appreciate the understated elegance of Armani/Casa tableware. Each element is the product of meticulous design, optimized for size, weight and tactile performance. Consider the juxtaposition of a softly rounded bowl against a linear rectangular plate — a seemingly simple arrangement that, through its intentional harmony, immediately captivates the eye. It projects an aesthetic both decidedly modern and enduringly timeless. Dining with Korean Air becomes an aesthetic experience that engages all senses.


KOREAN AIR ✕ CHRISTOFLE

An Uncompromising Pursuit: Only the Finest

“For Christofle, it was paramount that this evolution with Korean Air allow passengers to savor the very quintessence of the French art de la table — the art of dining.”

Hamdi Chatti (CEO, Christofle)

Timeless Luxury Tableware

Korean Air’s philosophy permits no compromise on quality, demanding an unwavering pursuit of the “best of the best.” It is thus fitting that Christofle joins the esteemed roster of brands chosen for this initiative. This collaboration introduces the magnificent Perles Collection, among Christofle’s most cherished designs, to First Class. Significantly, the subtle integration of the Korean Air logo onto the Perles pieces marks a historic first for Christofle, underscoring the unique nature of this partnership. For Korean Air, it heralds another milestone: the introduction of full-sized cutlery into its cabin service, with the proper weight, balance and unmistakable quality expected of a fine dining experience.


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