John Rentoul, the longtime chief political commentator at The Independent and even longer-time Blairite-in-chief, once coined a useful linguistic shortcut: in public policy, if you hear the word “holistic”, think “expensive”.1 So, when a cabinet minister or campaigner calls for “a holistic approach” to social care, youth unemployment or penal reform, what they are actually suggesting is the state spend a lot of money.
And this broadly describes how I feel about another phrase, this one beloved of estate agents: “design-led”. Intended to conjure up ideas of visual identity, high-quality finishes and thoughtful use of space, the term confers no formal classification or guarantees of quality. More often than not, it simply means the owner thinks the property looks good and would like you, the buyer, to pay a premium for it.
Of course, this isn’t to say that design doesn’t matter, or isn’t integral to brand identity. Feel for your pocket — why is there an iPhone inside, rather than one of the many excellent (and often cheaper) smartphones on the market?
New seat, who dis?
Last week, Singapore Airlines unveiled its next-generation long-haul business and first class products, part of a $1.5bn investment in the battle for the global premium traveller. Responses have thus far been… mixed.
The new first class looks exceptionally sleek, comfortable and with a high degree of functionality, including the ability to turn the centre seats into a double suite. So far, so unmistakably Singapore.
Business class is an entirely different matter. It’s not so much that, with those bright yellow trims, it looks like a low-cost carrier. Rather, that it bears absolutely no relationship to any other cabin or the Singapore Airlines visual identity as a whole, with its warm shades, signature batik floral motif and proudly Asian aesthetics.
And I know what you’re thinking: another Lines To Take about aviation — groundbreaking. Only this time, covering an airline most readers don’t fly with and cabins that’ll set the typical passenger back anywhere from £5,000 to £20,000.
But like that argument you had with your spouse last night about the dishwasher, this isn’t really about aeroplanes, lie-flat seats or welcome glasses of champagne. It’s about brand identity, product consistency and how the quality of the brief so often determines the outcome.
Design by committee(s)
If your first impression is that the two cabins must have been designed by two entirely different people who never once so much as shared a Slack channel, you’d be right. The first class seat was designed by London-based consultancy PriestmanGoode and manufactured by Collins Aerospace, while business class was designed by BMW Designworks and manufactured by RECARO. And boy, does it show.