Artistic ambitions for Abu Dhabi's flag-carrier
Monday 08 November 2010
Abu Dhabi's flag-carrier Etihad is to launch a new art enthusiast club for members of its loyalty program, the airline said November 5.
The United Arab Emirates' capital has been trying to position itself as an art and culture destination for some years now and Etihad appears set to follow suit with a range of new features for its art loving customers.
Dubbed "Art Connect," the program will include a monthly exhibition of masterpieces and contemporary art in Etihad's premium lounges at Abu Dhabi airport, a concept similar to the miniature Rijksmuseum gallery installed in Amsterdam's Schiphol airport.
Travelers in the airline's premium cabins will be able to browse a brochure of artwork, and inflight entertainment onboard its aircraft will include an Art Channel hosted by Bertrand Epaud, director of the Dubai-based Opera Gallery.
"Etihad is proud to contribute to Abu Dhabi's growing reputation as a centre for art. Art Connect will offer members a fantastic array of local and international art, on display and for purchase, which will create a unique atmosphere in our lounges and aboard our aircraft," said Etihad's Peter Baumgartner in a statement.
"It delivers insider and background information while creating opportunities for art collectors from the comfort of your seat on the aircraft or premium lounge."
To give the complete art experience at 35,000 feet, however, Etihad may have to take a leaf out of Air France's book - the French airline's A380 "superjumbo" includes a small gallery in the business class cabin, which displays pieces from the Louvre's collection on integrated screens.
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