Airlines enjoy throwing lavish parties to celebrate first flights, new aircraft, and cabin upgrades.
However, it's uncommon for airlines to spend thousands of dollars on the launch of a redesigned soft product for their business-class cabins.
(A "soft product," often known as glassware, duvets, or pillows, is anything that isn't physically linked to an aeroplane.)
Etihad Airways has been teasing a big announcement in recent weeks, saying that there will be "more than meets the eye" and that "something is about to happen."
Finally, the wait is over, and no, the airline won't be returning its Airbus A380s or joining the Star Alliance (at least not yet).
Instead, the national airline of the United Arab Emirates is making significant improvements to the onboard experience, so significant that it decided to have a launch party to mark the event.
The revamped airline's business-class soft product was created in collaboration with Armani/Casa, marking the first time this illustrious Italian design firm has worked with a transportation company.
The partnership, known as "The Constellation Collection," was inspired by the starry desert skies of the United Arab Emirates.
According to Turky Alhammadi, head of product and hospitality, at the launch event, you'll notice a recurring geometric pattern that is intended to resemble stars and constellations throughout the dishware and bedding.
The new bedding, glasses, silverware, and dishware all appear sophisticated without going over the top at first glance.
The collection as a whole has a subtle elegance that gives each piece the impression of fitting right at home.
The brand-new salt and pepper shaker is my preferred addition.
The coin-shaped design looks fantastic in green, and the opulent Giorgio Armani insignia is etched on it.
(Please take note that the dishes and blankets are not mementos; Etihad will reuse them all after each flight.)
A thick duvet, a soft pillow, and a color-coordinated memory-foam mattress pad are among the three new pieces of bedding that are part of the collection in addition to the dishware.
During the media preview, attendees got a chance to touch the new bedding, which felt smooth and opulent.
Those taking some of the airline's longest flights to North America and Australia will be happy to hear that a supportive mattress pad has been added.
If Etihad will offer slippers or pyjamas on board its flights—two conveniences that set some of the greatest soft goods available in business class apart—it wasn't immediately clear.
The amenity kits from Acqua di Parma will also be available through Etihad for the time being, but I suppose the long-term goal is to produce an Armani-branded pack.
The airline will launch a months-long campaign to deliver the new partnership to all of its premium experience touchpoints, focusing initially on the carrier's lounges, Alhammadi said. "The Constellation Collection" will start to roll out on flights starting in December.
It all comes down to consistency, he remarked.
Regardless of the type of aircraft flying the route, the updated soft product will be offered in all Etihad business-class cabins.
The airline isn't changing its first-class service either; it still offers it on a few itineraries that are flown by a small number of Boeing 777s and 787 Dreamliners.
The business-class menu will be updated by Etihad to feature contemporary takes on classic dishes like the Arabic mezze in addition to the new dinnerware.
At the media event, the airline set out a lengthy table with some of the new options, but it didn't provide written descriptions of what each dish was.
Flyers will be in for a treat (both literally and figuratively) with the additional food selections if the finished product resembles the rehearsed demonstration at all.
Some aviation experts had anticipated a "larger" announcement from Etihad.
There were two widely accepted theories: either the airline was joining the Star Alliance or it was retrieving its Airbus A380 aircraft from long-term storage.
The company CEO, Tony Douglas, acknowledged that some people may have exaggerated the significance of the airline's social media hints.
It seems that he was alluding to the bloggers and other observers who believed that the airline had something different to announce when he added, "It's been fun listening to the amount of unending speculation."
Later, his deputies went on to say that the carrier used social media teasers to generate interest in this multi-year project that the product and customer experience teams had been working on.
The occasion is a celebration of long days and hard effort, Etihad staff said.
Even though it might be difficult to get excited about new dishware or bedding on your upcoming flight, Etihad is hoping that this new collection will work in conjunction with the changes it has already made to the hard product to provide passengers with an onboard experience that is "beyond Business."
The airline launched its Airbus A350-1000 aircraft earlier this year, which includes a brand-new business-class seat for the company.
The highly functional Collins Aerospace Super Diamond product was customized by Etihad with stylish sconces, eye-catching mood lighting, and understated gold accents.
The cabin itself looks fantastic and represents a significant advancement in the carrier's premium offering.
It will be even more opulent to sit at the pointy end of one of Etihad's newest jets thanks to the new cabin design and the Armani/Casa collaboration.
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