TAM to redesign cabin interiors across its entire fleet

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Brazilian operator TAM has hired Priestmangoode to completely redesign cabin interiors across its fleet of aircraft as well as its forthcoming Boeing 777s and Airbus A350s.

The three-year deal, awarded to Priestmangoode after an international competitive pitch process, calls for the London-based design firm to redesign "all seats in all classes, galleys, stowages, and lavatories, and cabin architecture where possible", says Priestmangoode in a statement.

Priestmangoode will also be involved in the redesign of TAM's staff uniforms and all in-flight service provisions including the meal service.

The complete retrofit will occur "in parallel", say the firm.

Priestmangoode director Luke Hawes adds: "Our work for TAM is crucial to their brand development, giving them the customer experience they need as they move up to become a major international carrier.

"Our experience of flying with TAM is that their service is exceptional. But their brand presentation currently just doesn't match it. The designs we will roll out across their entire fleet will present them as an important international player and give them the tools they need to compete with the world's other major international carriers."

The redesign comes as TAM undergoes a broad transformation of its processes, operations and IT systems in readiness for its April 2010 entry into the Star Alliance. The carrier has adopted the Amadeus Altea customer management solution, the integrated IT platform recommended by Star for managing reservations, inventory and departure control processes.

TAM passengers will also soon have a more visible representation of the carrier's commitment to technology when it starts offering OnAir in-flight mobile connectivity aboard its new Airbus A320s.

"In contrast to the difficulties faced by many of the world's major international carriers, TAM is on a steep growth curve and has a clear ambition to assume a position among the world's leading international airlines and specifically the biggest airline operating out of the Southern Hemisphere," says Priestmangoode.

The design firm, meanwhile, has been moving from strength to strength. In September 2009, Turkish Airlines announced plans to undergo a complete rebranding effort and contracted Priestmangoode to handle the work.

The contract calls for an interior redesign across the entire Turkish fleet as well as the airline's ground services, lounges and check-in counters.

Priestmangoode has also provided launch design concepts for the Airbus A350 and A380.