“We wanted to create designs that reflect a lifestyle and bring out the art of living, which is the essence of the Versace
brand and its design philosophy, manifested in every detail of the aircraft interiors,” says Managing Director of TAG
Aircraft Interiors Bijan Khezri.
Versace’s design house also teamed up with Agusta Westland to design the interiors of its exclusive line of private
helicopters, facilitating personalized design motifs in signature Versace style.
“Interior design for helicopters is a natural extension within the Versace world following our recent announced luxury
resorts, private jets, exclusive cars that represent the Maison’s unique style and design,” Versace CEO Giancarlo Di Risio
explains.
Meanwhile, the BMW group DesignworksUSA has ventured into aircraft design, unveiling initial design concepts for a 787
VIP business jet with an ultra luxury interior. Aimed at wealthy jetset clientele, the luxury aircraft comes complete
with white leather lounge chairs, a full bar, burgundy accent pillows, artwork, luxury bedroom accommodation, and glass
areas on the floor for passengers to observe their vehicles parked below in the garage.
With significant groundbreaking collaborations between aircraft manufacturers and fashion design houses, the development
of private aviation is poised to accelerate with forays into the luxury market segment. As more crossover efforts between
the two industries occur, the passenger experience of traveling in a private airplane will reach a new level in comfort
and exclusivity.
How did Hermès enter into its first collaborative effort with Eurocopter and what does the company want to
achieve with this partnership ?
Since the very beginning, Hermès has been interested in conveying movement and has always dedicated its knowledge
to travellers. From horse to motor car, from rider to traveler of today and tomorrow, Hermès is inexorably linked
to mobility. The helicopter is a symbol of that mobility; easy to handle and caters to different flight missions with
ease.
The helicopter can be used either for business or leisure, offering a great sensation of freedom and lightness. In
light of this, Hermès and Eurocopter aligned their common values with each other as it became obvious that we
can develop a fruitful partnership where we can contribute out respective expertise. The result is a common product which
represented a new vision of air travel via helicopter, combining the distinct qualities of Hermès and Eurocopter – where
aesthetics and design meets technology, technical performance as well as industrial expertise.
What is the company’s expectation for the prospects of the EC 135 helicopter with its new Hermès design ?
With Eurocopter, we anticipate the delivery of 10 helicopters per year, with the first taking place in October 2008,
at which time “l’Hélicoptere par Hermès” will be available worldwide.
What is the philosophy behind the Hermès design for the EC 135 helicopter?
The philosophy behind this project lies in the transformation of a technical problem or constrain into a creative solution.
Looking for an overall coherence between interior and exterior, and addressing every single detail, the philosophy was
applied to the design via a user-centric point of view.
Are more collaborations with aircraft-makers in the pipeline for Hermès?
We are definitely interested in aircraft. Our first goal is to cater to the demands of our customers, and at the same
time forging a solid relationship with the aircraft industry. It is still early to say whether we will form more partnerships
similar to our alliance with Eurocopter.
François Taverne, President of Hermès Interieur & Design
HEC Executive MBA, Master in economic sciences
After four years at Deloitte & Touche, Taverne joined the Hermès Group in 1994, where he assumed successively the responsibilities
of European and American retail financial control, the coordination of the group products divisions and industrial development
management. In 1999, he was appointed the Managing Director of the leather goods division, being the largest product
branch of Hermès. Since 2006, he has been the driving force behind Hermès’ interior design activities as President of
Hermès Interieur & Design.