Fashion and Flight

This past November, Hawaii celebrated its first ever Honolulu Fashion Week (HFW) and we had the privilege to design and produce a space for Hawaiian Airlines. Led by Honolulu Magazine and held at the Hawaii Convention Center, we were thrilled to be a part of this inaugural celebration featuring local brands and some of Hawaii’s talented fashion designers.

The Concept

As one of the key sponsors of HFW, Hawaiian Airlines had the goal of celebrating their own fashion story through an exhibition of their flight attendant uniforms across the decades. In order to highlight Hawaiian’s rich heritage, we conceptualized a “Fashion Lounge” to allow guests to view the uniforms and to experience their brand in an up-close and personal way.

Photo by Hawaiian Airlines

Photo by Hawaiian Airlines

Photo by Hawaiian Airlines

Photo by Hawaiian Airlines

We especially loved one of their uniforms from the 1970’s by designer Richard Tam. The most easily recognizable styles of the 1970s were the hippie style and the disco/glam fashion: flamboyant, bright colors, and long, flowing skirts and pants. The fabric had a graphic pattern that has stood the test of time and we used this pattern as the foundation for several elements in the lounge.


The Installations

We flanked a massive screen with custom banners featuring the Tam pattern. These served as subtle yet graphic backdrops to showcase the uniforms. Throughout the event, the screen played a short film describing the history of the uniforms as well as a documentary of the installation we created so guests could view how the space came together. During their kickoff event, flight attendants were models for the evening and a mini fashion show was held within the space.

The hero installation was the Destination Chandelier. Measuring 16 feet long by 4 feet wide, it consisted over 7,000 hand strung luggage tags. The luggage tags included several of Hawaiian’s gateway cities, including New York, Tokyo/Haneda, Sydney, and Honolulu. We designed the chandelier so the tags would cascade down, leading to the center of the chandelier where we placed the tags from Honolulu to embrace Hawaii’s vision to be another landmark destination of fashion.

We also designed a custom printed fabric wrap and applied them to beverage carts to evoke Hawaiian Airline’s hospitality, and to showcase exclusive product being sold during fashion week.

Guests were encouraged to hang out in one of the four seating areas featuring iconic furniture pieces such as the Bubble Sofa and Louis Ghost Chair by renowned designer, Philippe Starck. Custom-made pillows accented the sofas and carried the same pattern throughout the entire space.

For a behind the scenes look at how it all came together, check out this short film by Hawaiian Airlines:

We have a sweet spot for fashion and travel, and had an amazing time on this creative project working with such a talented team of folks to help bring this lounge to life. A huge mahalo to the wonderful crew at Hawaiian Airlines--their hospitality and spirit of aloha were such an honor and pleasure to experience.

Photo by Andrew Tran

Photo by Andrew Tran