La Première ✕ Air France
Air France unveils the new La Première suite: its most exclusive travel experience.
La Première by Air France, the finest expression of travel.
Client brief
How can an exceptional experience be brought to life for a highly discerning audience?
Our response
Making the journey begin before boarding.
We conceived an immersive experience in the heart of Place Vendôme, at the Hôtel d’Évreux, designed as an extension of the La Première experience. Rather than a product launch, we created a moment of discovery where every detail reflected the codes of travel: care, discretion, comfort and excellence.
The scenography was carefully integrated into the architecture of the venue to create an intimate and refined experience. An exhibition journey retraced the history of La Première through the objects, design and craftsmanship that have shaped its identity.
A project designed not to showcase a suite, but to make visitors feel the promise it embodies.
Press coverage
"Air France pulled out all the stops" – Le Monde
Website: Air France La Première
SGK Brandimage
SGK Brandimage
TETRO
Quentin Chevrier
Florent Zarka