According to the strategic guidelines set by the airline, which had as one of the main objectives the optimization of the density of the cabin, Mormedi faced the challenge of designing Business Class seating and occasional furniture seeking a balance between high efficiency, the best experience and passenger comfort and increasing Iberia brand equity. The engagement in the project of the different companies involved in the manufacturing and installation process contributed to the success of this project.
Market analysis results
Mormedi conducted an extensive strategic market research that included an audit of the product and services of Iberia, as well as its competitors. That analysis, which included numerous workshops, benchmarking work, interviews with customers and the design of a user experience map -from the ticket purchase to the exit at destiny-, facilitated the definition of an appropriate product strategy and cabin design, adapted to the needs of Iberia and its most exclusive clients.
The product delivered by Mormedi offers significant improvements which are additional space for four more seats, with a 96-inch bed full-flat; sense of privacy and comfort improved; corridor access to all passengers, more space to place personal items and a larger screen for viewing contents.
We handle the complete development of the project, from the conceptualization to manufacturing, and we accompanied Iberia throughout the process, which took three years. Our product was awarded as 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."
Commercial and Clients General Director of Iberia
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