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Video Script

Insider Stories – New Cabin Experience

Full script and on-screen information from "Insider Stories – New Cabin Experience" (2025), a documentary series for Korean Air. Produced by greatminds.

Client
Korean Air
Year
2025
Format
Documentary Series
On YouTube
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Production
greatminds

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Chapters

  1. Philosophy of Service Renewal and Customer-Centric Approach

    Kenneth Chang and David Pacey explain the philosophy behind the cabin renewal, focusing on genuine relationships and seeing from the customer's perspective.

  2. Cabin Interior and Seat Rebranding with PriestmanGoode

    Choo Han Silger and Daniel MacInnes introduce the new prestige and economy class cabins incorporating modern references to Korean heritage.

  3. Premium In-flight Bedding and Sleep Experience with Frette

    Choo Hee Ju and Filippo Arnaboldi discuss creating a 5-star hotel sleep experience in the sky with Frette bedding sets, loungewear, and slippers.

  4. High-Quality Amenities in Partnership with Graff

    To combat the challenging cabin environment and keep passengers refreshed, Korean Air partnered with Graff to introduce premium amenities and a signature fragrance.

  5. Korean Air's Future Vision and Ongoing Transformation

    Kenneth Chang shares the vision for the future of Korean Air, emphasizing that this transformation is just the beginning of their journey.

Key facts from the film

  1. David Pacey stated that the core concept of service is about creating heart-to-heart connections and building genuine relationships with passengers.

    “Well, I would say the core concept of service is about creating heart-to-heart connections.” — David Pacey

  2. Kenneth Chang explained that to understand the cabin experience, they put themselves in the customer's shoes rather than thinking purely as a service supplier.

    “So rather than us thinking from a Korean Air supplying something a service to customers, we actually put ourselves in the customer's shoes.” — Kenneth Chang

  3. Choo Han Silger noted that to focus on passengers always seeking spacious, personal space, they partnered with PriestmanGoode.

    “To focus on this key element, we partnered with PriestmanGoode, who has the deepest understanding of Korean Air's identity.” — Choo Han Silger

  4. Daniel MacInnes stated that PriestmanGoode has been developing the new prestige class cabin and economy class cabin with Korean Air.

    “PriestmanGoode have been developing with Korean Air the new prestige class cabin and the economy class cabin.” — Daniel MacInnes

  5. Daniel MacInnes explained that patterns on the dress cover, seat lining, and external shell feature modern references to Korean artwork and heritage details.

    “Making sure that when we talk about an international look, it also has references to Korean heritage, so some of the pattern work in there on the dress cover, on the lining of the seat and on the external shell is modern references to heritage of Korean artwork and details. So it's really pushing quite hard on that.” — Daniel MacInnes

  6. Kenneth Chang mentioned that Frette was selected as the vendor for new beddings due to their strong presence in hospitality.

    “We wanted to go with a market leaders of Frette is the vendor that we selected because of their presence in hospitality.” — Kenneth Chang

  7. Choi Hee Ju stated that the products collaborated on with Frette include a bedding set, loungewear, and slippers.

    “The products we collaborated on with Frette include a bedding set, loungewear, and slippers.” — Choi Hee Ju

  8. Filippo Arnaboldi highlighted that Korean Air never compromised on quality or looked for shortcuts, which he believes is unique among airlines.

    “I prefer not doing a business if I need to compromise on the quality. Korean Air had a precise goal and they were committed, and throughout the process, they never ever tried to find the shortcut and compromise on the quality of the product. This is something I believe unique within the airline companies.” — Filippo Arnaboldi

FAQ

What does the Insider Stories cabin experience episode cover?

The second episode of Korean Air's rebranding documentary series, covering the key elements of the new in-flight experience. It features Korean Air staff alongside design firm PriestmanGoode, bedding brand FRETTE and amenity brand GRAFF.

What does Korean Air see as the core of cabin service?

In the film Korean Air describes the heart of service as a heart-to-heart connection — building a genuine relationship with passengers. To find the answer, it stepped out of the provider's position and thought from the passenger's side.

Who designed Korean Air's new cabins?

PriestmanGoode developed the new Prestige and Economy class cabins with Korean Air. Details of traditional Korean art and textiles, reinterpreted in a modern way, run through the seat covers, seat linings and outer shells.

Which brand makes Korean Air's in-flight bedding?

FRETTE. Korean Air chose the bedding brand, widely recognised in luxury hospitality, and co-developed bedding sets, loungewear and slippers aiming for a five-star-hotel sleep in the air.

Who is Korean Air's amenity partner?

GRAFF. Because cabin air brings big temperature swings and low humidity and pressure that dry the skin, the focus was on high-quality amenities that keep skin hydrated in flight. Hand cream, moisturiser and face products appear on screen.

Who made the Insider Stories cabin experience episode?

greatminds handled documentary planning, overseas filming and post-production. Filmed in Seoul, London and Milan.

Speakers

  • Kenneth ChangExecutive Vice President, Korean Air
  • David PaceyExecutive Vice President, Korean Air
  • Choo Han SilgerManager, Cabin Interior, Korean Air
  • Daniel MacInnesDirector, PriestmanGoode
  • Choi Hee JuManager, Tableware·Amenity·Bedding, Korean Air
  • Filippo ArnaboldiCEO, FRETTE

Full transcript

  1. Kenneth Chang

    Cabin service renewal was one of the difficult things that we had to face with because

    객실 서비스 개편은 가장 어려운 과제 중 하나였습니다.

  2. Kenneth Chang

    Korean Air was always known for its service.

    대한항공은 언제나 뛰어난 서비스로 유명했으니까요.

  3. Kenneth Chang

    How can we top this without impacting the service level or expectations that customer had?

    이미 훌륭한 서비스를 제공하는데, 그 수준을 더 끌어올리려면 무엇이 필요할까요?

  4. Kenneth Chang

    Cabin experience to Korean Air means everything.

    대한항공에 있어 객실 경험은 그 무엇보다 중요합니다.

  5. David Pacey

    Well, I would say the core concept of service is about creating heart-to-heart connections.

    제 생각에 서비스의 핵심은 마음과 마음을 연결하는 거예요.

  6. David Pacey

    So the goal that we have here is to build genuine relationships with our passengers. It's not just about providing them with a service.

    그러니 우리의 목표는 승객들과 진정성 있는 관계를 형성하는 데 있죠. 단순히 서비스를 제공하는 것과는 차이가 있습니다.

  7. Kenneth Chang

    Cabin experience is very difficult to determine what makes the right choice, what the right choice should be.

    객실 경험을 설계하는 건 참 어려운 일입니다. 어떤 선택이 옳을지 판단하기가 쉽지 않기 때문입니다.

  8. Kenneth Chang

    Best way to understand this was for us to experience it ourselves.

    해답을 찾는 가장 좋은 방법은 직접 경험해보는 것이었죠.

  9. Kenneth Chang

    So rather than us thinking from a Korean Air supplying something a service to customers, we actually put ourselves in the customer's shoes.

    그래서 우리는 승객을 위해 서비스를 제공하는 대한항공의 입장에서 벗어나 승객의 입장에서 생각해 보기로 했습니다.

  10. Choo Han Silger

    Well, some passenger needs remain unchanged over time, while others evolve with the times.

    사실 승객분들의 요구는 시대에 따라 변하는 것도 있고 변하지 않는 것도 있는데

  11. Choo Han Silger

    The unchanging aspect is that passengers always seek a spacious, personal space. To focus on this key element,

    기본적으로 변하지 않는 요구는 넓은 본인만의 공간을 항상 원하시죠. 그래서 그 공간적인 부분에 대해서 저희가 가장 집중을 하고

  12. Choo Han Silger

    we partnered with PriestmanGoode, who has the deepest understanding of Korean Air's identity.

    대한항공의 아이덴티티에 대한 이해가 가장 높았던 프리스트먼구드와 최종적으로 함께하게 되었습니다.

  13. Daniel MacInnes

    I think the real key thing for passengers at the moment, it is comfort. Always has been. They want the kind of the best experience and the most relaxed.

    제가 생각하기에 요즘 승객들에게 가장 중요한 요소가 있다면, 그건 '편안함'입니다. 늘 그래왔듯이요. 승객들은 최상의 경험과 편안한 여행을 원합니다.'

  14. Daniel MacInnes

    PriestmanGoode have been developing with Korean Air the new prestige class cabin and the economy class cabin.

    프리스트맨구드는 대한항공과 함께 프레스티지 및 이코노미 클래스 객실을 새로 개발했습니다.

  15. Daniel MacInnes

    All of the seat suppliers have developed so much technology to give you a really comfortable seat and with Korean Air we've been doing that.

    모든 좌석 공급업체들이 승객들에게 최상의 안락함을 제공하기 위해 첨단 기술을 적용하고 있습니다. 대한항공과 함께 저희도 그 변화를 만들고 있습니다.

  16. Daniel MacInnes

    The really exciting thing for the for Korean Air's new cabin is that it's a complete new rebrand internally.

    가장 주목할 만한 점은 대한항공의 객실이 이번 리브랜딩으로 완전히 변화했단 겁니다.

  17. Daniel MacInnes

    We're trying to push the trim and finish of the interior to have a really strong global appeal. It's a very different look from what it used to be.

    내부 마감과 디테일의 완성도를 끌어올리고자 노력한 건 글로벌 시장에서 매력적으로 보이기 위함이었어요. 기존과는 확연히 다르죠.

  18. Daniel MacInnes

    Make sure that that product becomes contemporary design, but also becomes timeless.

    우리가 신경 쓴 부분은 현대적인 객실로 디자인하되, 시간이 지나도 변치 않는 매력을 만드는 것이었어요.

  19. Daniel MacInnes

    Making sure that when we talk about an international look, it also has references to Korean heritage, so some of the pattern work in there on the dress cover, on the lining of the seat and on the external shell is modern references to heritage of Korean artwork and details. So it's really pushing quite hard on that.

    세계적으로 사랑받을 디자인을 구현하고자 할 때, 한국의 문화 유산에서 받은 영감을 빼놓을 수 없겠죠. 예를 들어, 패턴 직조에도 많은 영향을 주었습니다. 좌석 커버 시트 라이닝이나 외부 쉘 등 다양한 곳에서 현대적으로 재해석한 한국 전통 예술과 디테일을 보실 수 있을 겁니다. 그 부분에 정말 세심한 노력을 들였어요.

  20. David Pacey

    We're taking these wonderful impressions of Korean textiles, providing them in a very comfortable environment and yet also being very durable so they'll be long-lasting.

    한국 전통 직물이 가진 고유한 아름다움이 있어요. 우린 여기에 주목했고, 편안한 기내 환경을 만드는 데 활용하는 동시에, 내구성이 뛰어난 제품으로 완성했습니다. 오랜 시간 변치 않는 아름다움이죠.

  21. Kenneth Chang

    I was fortunate enough to work with our global agencies to identify new amenity kits, new beddings.

    이번 객실 서비스 개편 과정에서 대한항공은 글로벌 협력사들과 함께 새로운 어메니티 키트와 침구류 개발을 진행했습니다.

  22. Kenneth Chang

    We wanted to go with a market leaders of Frette is the vendor that we selected because of their presence in hospitality.

    업계 최고 브랜드와 함께하고 싶었습니다. 침구 브랜드로 프레떼를 선정한 이유는 럭셔리 호텔 업계에서 널리 인정받고 있었기 때문입니다.

  23. Choi Hee Ju

    Just as Frette's bedding provides an exceptional sleep environment on land we believed the brand would play a crucial role in recreating that experience in the sky.

    프레떼의 침구류가 지상에서도 최상의 수면 환경을 제공하고 있듯이 하늘에서도 그 부분을 구현할 수 있는 데 가장 중요한 역할을 할 수 있을 거라고 생각했습니다.

  24. Filippo Arnaboldi

    Passengers would like to really go on board and try to have a similar experience as the one that they enjoy at their own place.

    승객들은 여행을 떠날 때 집에서 느낄 수 있는 편안함을 기내에서도 누릴 수 있기를 기대하죠.

  25. Filippo Arnaboldi

    So Korean Air aim to bring the same experience and to almost have a flawless experience from one destination to the other destination with all the different touching points that Frette brought on board.

    대한항공은 이처럼 편안한 객실 경험을 제공하고자 했어요. 출발부터 도착까지 승객이 마주하게 될 모든 순간에 세심하게 신경 쓰면서 집에서 느낀 편안함이 기내에서도 이어지는 특별한 경험을 프레떼와 구현했죠.

  26. Choi Hee Ju

    The products we collaborated on with Frette include a bedding set, lounge wear, and slippers.

    프레떼와 협업한 제품들은 침구 세트와 편의복, 슬리퍼를 같이 협업해서 개발했습니다.

  27. Filippo Arnaboldi

    We crafted it program to mimic the same experience you could have at a 5-stars hotel is really a trend in terms of sleeping in comfort, but in an elegant way.

    우리는 고객들이 마치 5성급 호텔에 머무는 듯한 기내 경험을 누릴 수 있도록 개발했습니다. 요즘 트렌드와도 맞닿아 있어요.

  28. David Pacey

    Frette is synonymous with luxury bedding being able to either replicate or even improve on what we do on the ground.

    프레떼는 침구계 최고 명품 브랜드죠. 지상에서의 수면 환경을 재현하는 데서 나아가 더욱 업그레이드하는 게 목표였어요.

  29. Filippo Arnaboldi

    I prefer not doing a business if I need to compromise on the quality. Korean Air had a precise goal and they were committed, and throughout the process, they never ever tried to find the shortcut and compromise on the quality of the product. This is something I believe unique within the airline companies.

    품질을 타협해야 하는 비즈니스라면, 아예 하지 않는 편이 낫다고 봅니다. 대한항공은 명확한 목표를 가지고 있었고, 흔들림 없이 목표를 향해 나아갔죠. 그 과정 중 단 한 번도 지름길을 택하는 모습을 본 적이 없어요. 제품의 품질을 타협하는 일도 전혀 없었고요. 이건 항공업계에 있어 굉장히 독보적인 사례예요.

  30. Kenneth Chang

    We selected Graff as our partner to introduce the concept of our amenity being top-of-the-class and also introduce our own fragrance essence to make them feel comfortable.

    우리는 그라프를 파트너로 선정했습니다. 최고급 어메니티를 제공한다는 대한항공의 목표와도 부합했고 여행을 편안하게 만들어 줄 특별한 향기를 선보일 수 있으리라 기대했습니다.

  31. Choi Hee Ju

    Known for its finest gemstones and unique design, Graff is the perfect choice, we believe, as Korean Air's amenity partner.

    최고급 원석 재료와 독창적인 디자인으로 유명한 브랜드인 만큼 저희의 어메니티 파트너로서는 최고의 선택이었다고 생각합니다.

  32. David Pacey

    Certainly the environment is more challenging. The temperature of the air, the low relative humidity, the low air pressure, your skin dries out.

    기내 환경은 확실히 까다로운 부분이 있습니다.. 공기의 온도 변화가 크고, 상대적으로 습도나 기압이 낮다는 특징이 있죠. 이때 피부도 쉽게 건조해집니다.

  33. David Pacey

    So it's important to have a high quality amenity that you can put on your body to keep you refreshed, moisturized, and that also helps with ensuring you can get a good rest should you desire.

    그렇기 때문에 고품질의 어메니티를 사용해 비행 중 피부를 촉촉하게 유지하고 상쾌함을 느끼는 일은 매우 중요합니다. 이렇게 어메니티는 충분한 휴식을 취하는 데 결정적인 역할을 하죠.

  34. Kenneth Chang

    We believe this is a stepping stone to what the next Korean Air should be and where we wanted to be with the vision coming from our CEO.

    이번 변화는 대한항공이 앞으로 만들어 갈 더 큰 변화의 일부이며, 미래를 향한 첫걸음이라 생각합니다. CEO의 비전 아래 우리가 바라보는 미래는 더 많은 혁신으로 가득 차 있습니다.

  35. Kenneth Chang

    We just started our transformation. We believe other airlines will look at us and envious from the changes the way we make.

    다른 항공사들이 대한항공을 보고 우리를 부러워하는 순간도 올 겁니다.

  36. Kenneth Chang

    We don't want to stop there. So we hope our customers stay tuned with us and give us the the wholeness that we're looking for.

    대한항공은 여기서 멈출 생각이 없습니다. 그러니 고객 여러분들이 대한항공과 함께하며 끝없는 변화에 대한 놀라움과 기쁨을 전해 주시길 바랍니다.

On-screen information

Text shown on screen as graphics — captions, figures and place names — in order of appearance.

  1. Cabin Experience

  2. 5 STAR AIRLINE

  3. PriestmanGoode

  4. Touch to Begin · Welcome Aboard

  5. Light Type · Light Temp · Warm white, Kelvin 3500–4000 · All Lights ON/OFF

  6. FRETTE 1860

  7. GRAFF · HAND CREAM · MOISTURIZER · FACE