6月6日,海南航空控股股份有限公司(以下简称“海南航空”)启用全新乘务员形象——最美制服“海天祥云”搭配温婉素雅的全新妆容正式上机,标志着海南航空品牌形象的全面升级。
挥别第四代制服“国际灰”
海南航空6日分别于北京、海口基地举办“换颜衣新”海南航空乘务形象新升级仪式,海南航空首席执行官孙剑锋、总裁徐军、副总裁余超杰、王雨霏等领导及海南航空乘务员代表共同出席本次仪式。仪式上乘务员代表将象征第四代制服灵魂的丝巾交还公司封存,代表着第四代制服使命的结束。随后,公司领导向乘务员代表赠予第五代新制服“海天祥云”。
孙剑锋表示:“从2010年到2018年,海南航空第四代制服‘国际灰’陪伴海南航空走向国际,赢得广泛赞誉,收获无数殊荣。今天,伴随着我们产品与服务的全面升级,‘海天祥云’将预示着一个新的开始,我们将更加从容自信,聚焦为旅客提供更加关怀、贴心的服务。”
新制服融合东西方设计与裁剪
“海天祥云”,既是“江崖海水,祥云漫天”设计理念的直观表达,亦寓意着海航大鹏金翅鸟翱翔于云海之间的辉煌意境；英文名The Rosy Clouds 则取自徐志摩经典诗作《再别康桥》:To the rosy clouds in the western sky。将东西文化相撞的美好意蕴糅入全球美学语境,呈现海南航空的诗意人文与匠心情怀。
海南航空第五代制服“海天祥云”由国际著名时装设计师劳伦斯·许设计而成,将古典东方的设计元素与西化的立体裁剪相结合。新制服以中国国服旗袍形状做底,领口为祥云漫天,下摆为江涯海水,以“彩云满天”为基,寓意海航大鹏鸟翱翔于云海之间,构成独具海南航空特色的东方之美；整体色彩以灰色为基底,搭配黄色海浪和红色蝠燕,突显了恢弘大气的宫廷设计观感,也暗喻了辉煌的皇家气质,传递着东方的神圣魅力；旗袍袖口采用七分袖,简洁大方的视觉更增加了空乘干练感。围裙的设计如同一个连衣裙,裙型为郁金香型,兼具了美观和实用功能。精致的西式立体剪裁,既紧跟时尚潮流,彰显国际化品质和品味,又营造出精确和专业化的观感。
全新妆容塑造东方女性职业形象
搭配“海天祥云”制服,海南航空联合东方文化化妆艺术大师毛戈平,共同打造温婉内敛又干练精致的全新妆容。新妆容采用清透无暇的“裸”底妆,给人轻松愉悦的感受。典雅哑光浅豆沙色唇妆和客舱内饰相呼应,微珠光大地色暖调眼影与蓝灰色旗袍制服和暖色客舱内饰统一协调,整个造型突出了女性的温婉和空中乘务员的亲切感。经典造型与美丽优雅的制服搭配在一起,塑造出海南航空空中乘务员专业精致、婀娜优雅的东方女性职业形象。
徐军表示:“从创业至今,海南航空始终秉承向旅客提供优质服务的理念,海南航空的每一位乘务员都积极践行,在这个岗位上付出青春与心血。此次品牌形象的全面升级,相信我们会以全新的形象为广大旅客带来更多美好体验。”
“海天祥云”制服是对海南航空25年卓越历程的致敬,也是在连续7年蝉联“SKYTRAX世界五星级航空公司”荣誉并跃入“SKYTRAX全球航空公司TOP10”之后再度为全球旅客提升视觉感受的重要举措。除此之外,海南航空还推出系列空地服务产品为旅客的出行体验焕然一新:与“大不列颠设计标杆”英国伦敦知名工业设计公司普睿谷合作全面升级客舱环境、空地服务用品设计；由英国殿堂级Hi-Fi音响品牌KEF和德国高端生活方式品牌Porsche Design(保时捷设计)联手打造的SPACE ONE高端商务头戴式降噪耳机洗去旅途疲惫；“海畅无线”(Hai-Fi)产品可畅享国内外经典电影、综艺与游戏；“海享好梦(Hai Dream)”高端寝睡用品可让您安享好梦；“海品空厨”带来空中精致的米其林餐点；杭州萧山机场海翼轩为繁忙的旅途增添一丝江南的闲适韵味。
文章来源：人民网-产经频道 2018.06.06
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