Virgin Atlantic unveils a brand new £2.5 Million Clubhouse, located in Terminal 2 at Los Angeles International Airport.
Set within a relaxing space overlooking the Hollywood Hills, the new 4,000 square foot lounge will become the 10th Virgin Atlantic Clubhouse.
Designed by New York-based Slade Architecture (www.sladearch.com) in collaboration with Virgin Atlantic in-house design (the same collaboration that designed the award winning JFK Clubhouse and Newark Clubhouse), the New LAX Clubhouse puts a distinctly Southern California spin on Virgin Atlantic’s warmth and individuality.
Reception and Lounge
The lounge recalls LA’s warm sunsets, flowing surf, laid back lifestyle, mountain backdrops, smooth curves and sculpted surfaces. The reception area envelopes guests in a calm, cleansing environment sheltered from the bustle of the terminal. Leading into the main lounge is a sculpted Corian and copper Flow Wall that continues into the space and cuts diagonally through the lounge as a backdrop for the Clubhouse opposite continuous views that include aircraft, LAX’s iconic Theme Building, runways, the Hollywood Hills and the Hollywood sign.
The sinuous Flow Wall defines a distinct variety of spaces each furnished to provide varied seating and social possibilities within the triangular shaped lounge volume. At the widest part of the triangle, this space is defined by custom designed landscape-like sculpted couches and end tables that provide a variety of relaxed seating that recalls dunes and rolling hills at the glass corner of the lounge facing views of the Hollywood Hills and mountains beyond. Swan chairs by Arne Jacobsen compliment the sculptural language in this area.
The Flow Wall is sculpted at Eat Drink Man Woman to form the copper lined bar, featuring natural Californian produce and plants as well as Virgin Atlantic’s iconic bar service. The furnishings here include classic Walter Knoll Turtle chairs and a custom fabricated surfboard inspired counter along the windows. This piece is sculpted from layers of bamboo inspired by surfboards, skateboards, boat hulls and polished beach stones. This creates a perfect curated view of the gates and allows one to peer out over the magnificent Virgin Atlantic aircraft. The classic Eames chairs at this counter are a direct reference to the famous California design team of Ray and Charles Eames who helped define the modernist California aesthetic.
The apex of the triangular lounge space, beyond the tip of the Flow Wall, encloses The Conversation in warm bamboo lines walls and ceilings framing the Diana Reichenbach video installation. Leather banquets lining this room provide an intimate get-away within the clubhouse. This is the perfect place to enjoy an inspired Virgin Atlantic crafted dinner inspired by Californian lifestyle.
Unique art pieces commissioned by Virgin Atlantic anchor the two ends of the triangular lounge space. In the south corner of the space, Californian based digital media artist Diana Reichenbach has created a beautiful immersive media installation. Having been drawn to her emotive work and to her storytelling through colour and movement, Virgin Atlantic approached Diana to commission a piece uniquely for the LAX Clubhouse. Diana Reichenbach artist commented: “When approached by Virgin to work on the video wall for the new clubhouse at LAX, I was extremely excited. With my work I strive to communicate personal, introspective moments that captivate the viewer. For this specific commission, it was my goal to engage clubhouse visitors in the beautiful settings of Los Angeles through shifting lightscapes, subtle movement and vivid color. Pulling from my personal experience as an LA resident, I focused on isolated moments that encapsulate the experience of the city, the landscape, and the environment in the area. I worked with Virgin designer Emma Lally, who gave invaluable feedback on the colours and progression of the piece to fit both the brand and the space”.
To the most northerly part of the space a hand drawn wall, by British Artist, Vic Lee, can be experienced. Vic Lee, Artist commented: “It was great seeing the new Clubhouse at LAX in reality and seeing my wall for the first time. I got a real sense of style and personality from the space, even with contractors flitting around me! When I started the mural, which I call LOLA (to London with ❤ Los Angeles) it got immediate attention from those working in the space, and super positive feedback, which is always good!
“Working in a space surrounded by sweeping windows overlooking the romance of travel, the elegant carriers of the clouds, blue skies, Palm trees and the hills of Hollywood, is a truly memorable experience. Creating a bespoke piece of art for Virgin Atlantic was challenging. I wanted to create a statement piece that involved both London and LA's personalities, without being too obvious. The words are poetic statements that are read to evoke an emotion and association with wit and charm and a slight sprinkle of balderdash.
“The final mural, which took 4 solid days all inked and painted, sits beautifully in the space, and the exceptional work that the team at Virgin spent detailing and elevating the area into its final, stylish guise is incredible.”
Food and Drink
The food and drink concept will allow customers to taste and share several dishes, creating a relaxed, sociable atmosphere. The food itself will take inspiration from the clean, healthy west coast living. Working in collaboration with Hinoki and the Bird, one of LA’s most exciting and innovative restaurants, we have created a travel inspired menu that capitalizes on the amazing produce available throughout California. We have also teamed up with The Juicery to provide a cold pressed juice menu infused with seeds and spices that has been created especially for our customers Callie Tedder-Hares, Design Manager, Virgin Atlantic Airways said: “We’re so excited to be unveiling our new Clubhouse to our customers. The team have worked with absolute dedication to create a beautiful, finely crafted space that reflects our brand’s personality and the LA lifestyle effortlessly. We’re very proud of it.”
James and Hayes Slade of Slade Architecture commented: “Our design collaborations with Virgin Atlantic have been fruitful and enjoyable. From our first project together, the Clubhouse at JFK, we were immediately aware of our shared focus on design excellence with a strong point of view. After three projects we have developed an excellent rapport and shared design vocabulary. There is a level of comfort that allows us room to explore and develop unconventional concepts and applications. It is a real pleasure working with this team.”