SAS – Scandinavian Airlines


Physical Experience, Digital Experience,
Employer Branding

Concept, Storytelling, Communication, Copywriting, Social media, Customer journey & experience mapping, Graphic design, Illustration, 3D design, Animation, Video, UI & UX, Landing page, Experience design, Exhibitions, Event production, Event execution, Guest management, Project management

Introducing the new A350 to the SAS fleet.

In the second half of 2019, SAS asked us to launch their newest and to date largest airplane: the new Airbus A350. SAS wanted to present the plane and its unique features, but the launch also had to tell the greater story of SAS and the Scandinavian values that the company is founded on and guided by.
By involving the different departments at SAS, we presented the entire ecosystem around the actual plane that makes air travel possible and showed how each of them play a part in ensuring a more sustainable future for aviation.
In Copenhagen, we transformed the iconic Vilhelm Lauritzen Terminal to a SAS A350 experience area. During first half of the day, VIP guests were invited to the reveal of the airplane and could visit stands with SAS employees explaining about design development, new livery, sustainability goals and much more. They had the opportunity to meet partners like Airbus, Rolls Royce, CPH Airport, Hästens, Ringi and many others who play a part in the development or operation of the A350. During the afternoon, we invited 500 SAS Employees and guests from the public to get a tour of the plane and visit our experience center. 


In our experience area, guests could meet SAS employees and learn about the new plane livery, cabin interior design, SAS sustainability goals and much more. Further, there was a strong support to the event from partners linked to the SAS flight experience, including CPH Airport, Airbus, Rolls Royce, Mikkeller, Ringi, Lakrids by Bülow, Tjoget x Nohrlunds, Provinum, Hästens, Filippa K and many others. 


At the reveal of the plane, we had invited VIP guests, politicians, important partners and press from all over Scandinavia. The opening speech was given by SAS' own Rickard Gustafsson, followed by the Danish Minister of Transport and Housing, Benny Engelbrecht, and Airbus CCO, Christian Scherer.


Around midnight on the day of the Copenhagen event, we packed Ingegerd Viking (the A350). She taxied out of Vilhelm Lauritzen Terminal and flew to Arlanda Airport in Stockholm and, the day after that to Oslo Airport, for two downscaled versions of the Copenhagen event.

Still curious?

For more information, contact

Jakob Sick Nielsen, CEO

Tel. +45 2094 9595

Mail: jn@ps-com.dk