British Airways (BA) will launch a temporary airline cabin themed commercial property venue in April to celebrate Olympic inspired extras added to its flights this year.
The pop-up commercial property venue called Flight BA2012 will showcase the works of the three BA Great Britons, including Michelin-starred chef Simon Hulstone.
The venue will comprise an experimental art gallery, dining lounge and a cinema to celebrate the best in British talent in the run up to the London 2012 Olympic and Paralympic Games. Situated in Shoreditch, East London, the commercial property will be produced by agency Cake Group and be open for eight nights between 4-17 April.
The pop up venue features the result of the BA Great Britons Programme, devised with Locog, the restaurant The Fat Duck and commercial property The Royal Academy of Arts. The programme was launched last May to showcase the best of British talent in art, food and film in the run-up to the London 2012 Games.
The gallery will display the ‘Dove’ design set to appear on range of commemorative aircraft. It was created by artist Pascal Anson who was mentored by Tracey Emin. The cinema will screen the short film ‘Boy’ written by screenwriter Prasanna Purwanarajah with supervision from Richard E Grant, which will be played on flights from April.
Guests will also sample a three-course British menu plus amuse bouche and petit fours, also inspired by the 2012 Olympics-designed by Michelin-star chef Simon Hulstone under the mentorship of Heston Blumenthal. The menu will be on offer on some BA long-haul flights between July and September.
Tickets for the BA2012 experience will cost £50 and include admission to the exhibition and Hulstone’s three-course menu; however despite a week left until the launch, the commercial property has sold out.
Managing Director of brands and customer experience for British Airways, Frank van der Post said: “We wanted to bring the flying experience to the public, allowing guests to preview our in-flight entertainment, celebratory aircraft livery and on-board menus in anticipation of the London 2012 Games. This is going to be an exciting year for the capital.”
Meanwhile, only last week chef Heston Blumenthal and British Airways have unveiled the new summer menus created by rising star chef Simon Hulston. Simon is also a Michelin-starred chef, who controls the kitchen at the restaurant Elephant in Torquay.
Simon has spent the past year creating dishes inspired by the airline’s old menus dating as far back as 1948, the last time the Olympics was held in London. Popular ingredients from the time have been included, with some dishes reinvented for modern tastes.
Describing the food as “rich in umami and using local produce”, British airways said the summer dishes are projected to feed three million passengers.
Accompanying the enjoyment of the food is a specially bespoke soundtrack of inspiring and iconic British music.
On the new dishes, celebrity chef Heston Blumenthal commented: “Simon has created an exciting, delicious and well-balanced menu in a clever and subtle way. The dishes celebrate our rich history and British talent at its best. As a mentor, chef and friend I’m very proud of what he has achieved.”
Pleased to be given the chance to showcase his culinary ability, Simon Hulstone further added: “It’s an honour to have created a menu that millions of people will experience – I can’t think of a better platform to showcase British cuisine.”
Simon has produced four menus which will be offered on long-haul flights from London Heathrow from July in: First, Club, World Traveller Plus and World Traveller cabins. Passengers will be able to tuck into sustainably sourced hake, updated versions of steak and mushroom casserole and braised beef chasseur. Desserts will incorporate old-fashioned tinned fruit, which was popular in the old days. British Airways will source local ingredients from London, like sugar and salmon from East London.
Frank van der Post said: “We are very proud to be quite literally bringing a taste of Britain to our customers! We have a very proud heritage with our in-flight menus, which Simon and Heston have tapped into in a credible and exciting way.”
