NewTerritory, the London-based aviation brand experience and design studio, has been appointed as LATAM Airlines’ exclusive strategic partner to spearhead a comprehensive overhaul of its product design experience.
As the sole partner for this initiative, NewTerritory will set the creative direction, ensuring a cohesive design language across the entire passenger and employee journey. This vision will shape future developments and launches, starting with a detailed Product Design Bible.
This guide will define what it means to engage with the LATAM brand—from the check-in counter and airport lounge to the aircraft seat—laying the foundation for upcoming design programs, including both hard and soft products.
Nadja Orwell, Director of Client Partnerships at NewTerritory, emphasized evolving passenger expectations: “Flying may be more familiar than ever, but customer demands for personalization, comfort, and thoughtful moments continue to grow. Airlines must deliver experiences that feel intentional and memorable, meeting passengers’ emotional needs.”
She added, “Our partnership with LATAM begins with the Product Design Bible to clearly define LATAM’s brand identity, shaping onboard experiences for passengers and crew alike. This approach ensures consistency, coherence, and experiences that genuinely resonate.”
Dominic Purvis, SVP of Product and Customer Experience at LATAM Airlines, praised NewTerritory’s unique approach: “They connected brand, design, and customer experience in a way that felt both strategic and emotionally intelligent, standing out in a highly competitive process.”
Purvis continued, “This collaboration is a pivotal step toward delivering an elevated, distinctive LATAM experience that reflects Latin America’s warmth, diversity, and vibrancy. It embraces innovation and human-centered design, crafting an emotionally resonant and culturally authentic journey that is unmistakably LATAM.”
