Air Transport World

Scandinavian and proud.

SAS's stylish makeover stresses its 52-year heritage

STOCKHOLM-Delivery of the first Boeing 737600 to Scandinavian Airlines System in late September was accompanied by the rollout of a completely new image, including new livery, uniforms, cabin interiors, menus, airport lounges and service products. The program of improvements is named SAS 2000 and President and CEO Jan Stenberg described it to assembled media and guests as a "new SAS for the 21st century."

In preparation for what he called "the greatest change at the airline in the last 15 years," Stenberg said SAS has "profoundly studied its customers. How do they behave? How do they react?" The airline has examined check-in on-board service and baggage-claim transactions and conducted interviews and observed and videotaped more than 1,500 hr. of passenger interactions with the airline.

The redesign team was led by Sthlm Lab of Stockholm and the London-based design firm of Dieffenbach Elkins Davies Baron.

A key component of SAS 2000 is emphasis on the airline's "proud Scandinavian heritage," Stenberg said. …

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