Joe Ferry

...who was in charge of design at Virgin Atlantic as the pioneering brand first became established as an iconoclastic antidote to BA and to the conventional flag carrier airlines assumptions of what a flight entailed. Creating joy through unique inflight entertainment and quirky onboard products including adding a rubber duck to the washbag. More substantially they innovated, reinventing business class as Upper Class, challenging every preconception of the flying customer journey to create seamless airport experiences in their ‘Clubhouses’ and onboard interiors complete with a bar, also creating a seat that converted into a truly flat bed, all with direct aisle access which was assumed to be an impossible challenge.