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Designing the new Business and Economy Class experience

Iberia entrusted Mormedi with the design of its new fleet of A330 aircraft’s Business and Tourist Classes. The company’s cabin of the future had to offer its most exclusive clients exceptional product and services.


Our challenge

According to the strategic guidelines set out by the airline, one of their main objectives was improved cabin density optimisation. Mormedi faced the challenge of designing Business and Tourist Class seating and furniture that balanced efficiency, passenger experience and comfort, and reflected Iberia’s brand equity. Managing the engagement of the different companies involved, including those responsible for manufacturing and installation, was also critical to the project’s success..

Our path

Mormedi conducted extensive market research that included: an audit of the product and services of Iberia and its competitors; numerous workshops; benchmarking; interviews with customers and the creation of a user experience map - from the ticket purchase to the destination exit point. This all helped us to define the best product strategy and cabin design to meet the needs of Iberia and its clients

Our achievements

The work delivered by Mormedi offered significant improvements: additional space for 4 more seats; a 96-inch length flat-bed; increased sense of privacy and comfort; corridor access to all passengers; more space to place personal items; and a larger entertainment center screen.

We managed the entire development of the project, from the conceptualisation-to-manufacturing, and collaborated closely with Iberia throughout the three-year long process. Our product was awarded Best Business Seat in 2014 by Forbes Magazine.

"The new Iberia Business Plus is, for comfort and features, ahead of the best business classes of the market between Europe and Latin America"

Marco Sansavini

Chief Commercial Officer, Iberia


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