February 22, 2013
In a world first, Virgin Atlantic has launched a commercial art gallery at 35,000ft, offering Upper Class passengers flying between London and New York the opportunity to view, and purchase, a series of one-of-a-kind paintings by renowned British artist Ben Eine, all from the comfort of their seat.
The Gallery in the Air, which takes place between 1-28 February 2013, is our latest cutting-edge initiative to further enhance passengers’ inflight shopping and entertainment experience, taking the display and sale of fine art into uncharted territory. Long-haul travellers wishing to experience the Gallery in the Air’s first exhibition – which will feature a collection of ten bespoke works of art priced between £2,500 and £15,000 in Ben Eine’s trademark typography style – are able to book their seats now.
Upper Class passengers can enjoy the art gallery experience at every step of their journey. The eye-catching canvases will be on display across the London Heathrow, JFK and Newark Clubhouses and, as passengers take their seats, they can take a virtual tour of the Gallery in the Air, look behind-the-scenes at the making of the Virgin Atlantic artworks by Eine in his studio and buy the unique pieces of art for themselves in exactly the same way as they would a duty-free shopping purchase.
Eine is famed for his striking and cutting-edge street art style featuring vibrant and often controversial letters and phrases. He shot to international fame when David Cameron presented one of his works to President Obama as a gift on his first official state visit in 2010, but is perhaps best known for “˜Alphabet Street’ – the shutters and murals he painted in his trademark colours and typography in Middlesex Street, London.
To create the Gallery in the Air, Eine not only called upon his own experiences of the airline and his view on the two transatlantic cities of London and New York, but also undertook research on Sir Richard Branson himself, reading his biographies and watching many of his inspirational speeches. The resulting artworks feature words and phrases including: “˜VIRGIN ON THE IMPOSSIBLE’, “˜NOTHING TO LOSE’, “˜GREAT ADVENTURE’ and “˜MAN AND HIS MACHINES’ as well as “˜NEW YORK SAUCE’, “˜AFTERNOON TEA’ and “˜TWENTY FIRST CENTURY METROPOLIS’ – the latter of which is an update of the canvas that currently hangs in the White House.
“My philosophy through all my work, be it on canvas or on the street, is about pushing boundaries and not simply going with the flow because everyone else is doing something a certain way,” says Ben. “I respect Virgin Atlantic’s brave and challenging attitude and the way it goes against the grain, so I jumped at the chance to be part of the first ever Gallery in the Air. We have created a completely original way of appreciating and buying art – a new frontier for the industry.”
An addition to the Gallery in the Air collection, set to be on display at the London Heathrow Clubhouse, is a one-of-a-kind, not for sale portrait of Virgin Atlantic founder, Sir Richard Branson, built up of hundreds of pixels in a similar style to another of Eine’s iconic pieces – a portrait of HRH Prince Charles which resides on the side of a building in his hometown of Hastings.
“I am a huge fan of Ben’s work and like us, he does things differently and doesn’t follow the crowd,” said Sir Richard Branson. “We’re delighted to be working with him, mixing things up a bit and having a bit of fun along the way”
The Gallery in the Air with Ben Eine is set to be the first in a series of unique on-board collaborations with renowned artists, and is the latest feature of Virgin Atlantic’s Upper Class cabin that aims to enhance the passenger experience on long-haul flights.