Singapore Airlines has signed an agreement with luxury brand Lalique Group, to introduce a new line of products for the airline’s customers, as part of a new lifestyle branding initiative.

Lalique specialises in decorative crystal ware, interior decor, perfumes, jewellery, art and hospitality.

Lalique ‘Cockerel’ diadem, 1897-1898. Gold, enamel, horn and amethyst. Image via Wikimedia Commons

The Switzerland-based company continues the artistic craftsmanship of French artist and jeweller, René-Jules Lalique, master of La Belle Epoque, pioneer in the style of Art Nouveau, and considered among the 20th century’s greatest designers.

Through their collaboration, Singapore Airlines and Lalique Group intend to offer co-branded items such as amenity kits, toiletries, glassware, loungewear and beddings on select flights. The new products will be featured in Singapore Airlines’ Suites and First Class cabins. Their introduction will coincide with the airline’s new A380 cabins to be revealed later this year.

A diverse selection of Lalique items will also be advertised in SIA’s KrisShop Magazine for inflight sales, mail order with home delivery, and exclusive offers to frequent flyers.

There will also be an experiential element to the collaboration which includes “offers related to Lalique’s manufacturing site and its Michelin-rated restaurant in France,” the airline states.

“We are very pleased to partner with Lalique to offer our premium customers
exquisite luxury in the air,” said Singapore Airlines Senior Vice President Product &
Services, Mr Marvin Tan. “Both Lalique and SIA have a long heritage. Leveraging the
strengths of both companies, we look forward to bringing the finest travelling
experience to our customers through this co-brand initiative. ”

Specific details of the co-branded product offerings will be announced in due course, and the two companies will evaluate additional joint projects as the partnership evolves.

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