Air France unveils its new La Première experience, the highest expression of travel

-  After launching an exceptional airport journey at Paris-Charles de Gaulle in 2024, Air France is reinventing the travel experience on board its most exclusive cabin.

-  Four suites, each nearly 3.5 square meters, will gradually be introduced on a selection of Boeing 777-300ER aircraft, with the first in-flight experience available beginning in spring 2025.

-  Featuring five windows – an Air France exclusive – as well as a seat and a chaise longue that converts to a true two-meter-long bed, the new La Première cabin promises a unique experience enhanced by personalized service and a three-star gourmet offering.

PARIS, March 19, 2025 /PRNewswire/ -- A reflection of French elegance and art de vivre, La Première has always embodied Air France's signature excellence. Both at the airport and onboard, La Première guests enjoy exclusive and personalized moments, with high-flying experiences curated by dedicated La Première staff who provide discreet yet attentive service.

« The launch of our new La Première experience is a major step in our strategic roadmap", said Benjamin Smith, President of Air France and CEO of Air France-KLM Group. "We continue to invest in state-of-the-art products for our customers at every step of their journey, with the aim of positioning Air France at the highest level worldwide. With a new private ground experience at Paris-Charles de Gaulle airport and a completely redesigned, larger-than-ever La Première suite onboard, this new experience truly is the highest expression of travel. It continues to be elevated by our dedicated staff, who strive to make each journey an exceptional moment. Going forward, we will make this new product available on more aircraft to more destinations, a testament to our commitment to excellence".

A fully customizable suite extending over five windows: an Air France exclusive

Developed over three years, Air France's new La Première suite features a unique and fully adaptable design, consisting of a seat and a chaise longue that transform into a full bed.

Click here to download the visuals.

The seat adjusts to different phases of the flight: takeoff, landing, dining, or relaxation mode. With an embossed leather headrest featuring Air France's historic winged seahorse emblem and plush ergonomic padding, the seat adapts to each passenger's body for optimal comfort. A nearby console and table provide convenient space for working or dining.

Opposite the seat, the chaise longue offers the perfect place to stretch out while remaining seated, ideal for reading or watching a movie. For maximum comfort while sleeping, it extends seamlessly into a fully flat bed measuring two meters long and 75 centimeters wide. The new suite adapts to each passenger's rhythm and desires. Each one offers a private space totaling nearly 3.5 square meters, providing 25% more space compared to the current cabin. A cozy blanket and large cushions make this space an intimate cocoon.

Each suite is enclosed by a thick, floor-to-ceiling curtain for complete privacy and a peaceful ambiance. The side suites boast five windows, an Air France exclusive feature. Meanwhile, adjacent suites in the center of the cabin allow for shared travel while maintaining privacy thanks to a full-height, electric sliding partition that can be activated at the touch of a button.

The quintessence of elegance

Exclusively reserved for La Première guests, this cabin, located at the front of the aircraft, offers a completely private experience. Every detail has been meticulously designed. Only the finest materials, such as full-grain leather and plush wool, have been carefully selected for these new suites crafted in France by STELIA Aerospace. Its unique design was conceived by the company in association with the expertise of the Design Investment studio and the SGK Brandimage agency.

The cabin's design features a harmonious color palette dominated by shades of gray, with leather-trimmed finishes and exclusive fabrics created for La Première. Touches of red, reminiscent of haute couture, add character and distinction. Champagne-colored metallic accents enhance every detail, while the dark carpeting creates a sense of airiness and fluidity, giving the impression of suspension.

To create an unparalleled sense of space, overhead compartments have been replaced with floor-level storage. A large sliding drawer accommodates up to two carry-on suitcases, while a second drawer under the chaise longue provides space for footwear. A personal compartment with a backlit mirror is available near the seat for personal belongings, along with an individual wardrobe.

Light plays a central role in this exceptional setting. The five windows fill the space with natural brightness, creating a serene atmosphere. They feature electric translucent or blackout shades. The lighting system includes two lamps adorned with the signature Air France winged seahorse, available as both wall-mounted and floor-standing fixtures. Subtle ambient lighting accompanies each phase of the flight.

Onboard, cutting-edge technology enhances the travel experience. Each guest enjoys two 32-inch 4K screens, offering over 1,500 hours of entertainment accessible from the seat, chaise longue, or bed. Noise-canceling headphones are provided, and passengers can also connect their personal headphones via Bluetooth. The suite is equipped with 110V/220V electrical outlets, USB-A and USB-C ports, wireless charging stations, and dedicated holders for smartphones or tablets. Free Wi-Fi is available throughout the journey. Soon, Air France will introduce a new ultra-high-speed connectivity service across its fleet, replacing the current offering and providing an at-home experience in the sky.*

The suite can be intuitively controlled via a wireless touchscreen tablet. With a simple touch, passengers can adjust the inclination of their seat, chaise longue, or bed, as well as the lighting and window shades. The tablet also allows easy navigation through all entertainment options.

Four suites will progressively be introduced on a selection of Boeing 777-300ER aircraft. The first aircraft to feature the new La Première cabin, named Épernay, will take off in the spring and fly to New York-JFK. Other destinations, including Los Angeles, Singapore, and Tokyo-Haneda, will be added during the summer 2025 season.

La Première is currently available from Paris-Charles de Gaulle to Abidjan, Dubai, Los Angeles, Miami, New York-JFK, San Francisco, Sao Paulo, Singapore, Tokyo-Haneda and Washington DC.

Click here to learn more about Air France's new La Première experience. 

La Première, the highest expression of travel

Air France's La Première is the perfect blend of a rich heritage, cherished and upheld since 1933, and a never-end quest for excellence. Every stage of the journey is designed to offer an exceptional, tailor-made experience. From the spacious airport lounge to the private onboard suite, from three-star cuisine to a carefully curated selection of fine wines and champagnes, and from restful nights at 35,000 feet to personalized service, every moment is elevated to transform travel into an unforgettable experience.

By reinventing this signature product, which is deeply embedded in its DNA, Air France is taking another step forward in its move upmarket.

*The rollout of this new Wi-Fi service across the entire Air France fleet will begin in the summer 2025 season. The service will be entirely free for Flying Blue and La Première customers.

Air France Press Office:  corporate.airfrance.com – X/Twitter @AFnewsroom

-  After launching an exceptional airport journey at Paris-Charles de Gaulle in 2024, Air France is reinventing the travel experience on board its most exclusive cabin.

-  Four suites, each nearly 3.5 square meters, will gradually be introduced on a selection of Boeing 777-300ER aircraft, with the first in-flight experience available beginning in spring 2025.

-  Featuring five windows – an Air France exclusive – as well as a seat and a chaise longue that converts to a true two-meter-long bed, the new La Première cabin promises a unique experience enhanced by personalized service and a three-star gourmet offering.

PARIS, March 19, 2025 /PRNewswire/ -- A reflection of French elegance and art de vivre, La Première has always embodied Air France's signature excellence. Both at the airport and onboard, La Première guests enjoy exclusive and personalized moments, with high-flying experiences curated by dedicated La Première staff who provide discreet yet attentive service.

« The launch of our new La Première experience is a major step in our strategic roadmap", said Benjamin Smith, President of Air France and CEO of Air France-KLM Group. "We continue to invest in state-of-the-art products for our customers at every step of their journey, with the aim of positioning Air France at the highest level worldwide. With a new private ground experience at Paris-Charles de Gaulle airport and a completely redesigned, larger-than-ever La Première suite onboard, this new experience truly is the highest expression of travel. It continues to be elevated by our dedicated staff, who strive to make each journey an exceptional moment. Going forward, we will make this new product available on more aircraft to more destinations, a testament to our commitment to excellence".

A fully customizable suite extending over five windows: an Air France exclusive

Developed over three years, Air France's new La Première suite features a unique and fully adaptable design, consisting of a seat and a chaise longue that transform into a full bed.

Click here to download the visuals.

The seat adjusts to different phases of the flight: takeoff, landing, dining, or relaxation mode. With an embossed leather headrest featuring Air France's historic winged seahorse emblem and plush ergonomic padding, the seat adapts to each passenger's body for optimal comfort. A nearby console and table provide convenient space for working or dining.

Opposite the seat, the chaise longue offers the perfect place to stretch out while remaining seated, ideal for reading or watching a movie. For maximum comfort while sleeping, it extends seamlessly into a fully flat bed measuring two meters long and 75 centimeters wide. The new suite adapts to each passenger's rhythm and desires. Each one offers a private space totaling nearly 3.5 square meters, providing 25% more space compared to the current cabin. A cozy blanket and large cushions make this space an intimate cocoon.

Each suite is enclosed by a thick, floor-to-ceiling curtain for complete privacy and a peaceful ambiance. The side suites boast five windows, an Air France exclusive feature. Meanwhile, adjacent suites in the center of the cabin allow for shared travel while maintaining privacy thanks to a full-height, electric sliding partition that can be activated at the touch of a button.

The quintessence of elegance

Exclusively reserved for La Première guests, this cabin, located at the front of the aircraft, offers a completely private experience. Every detail has been meticulously designed. Only the finest materials, such as full-grain leather and plush wool, have been carefully selected for these new suites crafted in France by STELIA Aerospace. Its unique design was conceived by the company in association with the expertise of the Design Investment studio and the SGK Brandimage agency.

The cabin's design features a harmonious color palette dominated by shades of gray, with leather-trimmed finishes and exclusive fabrics created for La Première. Touches of red, reminiscent of haute couture, add character and distinction. Champagne-colored metallic accents enhance every detail, while the dark carpeting creates a sense of airiness and fluidity, giving the impression of suspension.

To create an unparalleled sense of space, overhead compartments have been replaced with floor-level storage. A large sliding drawer accommodates up to two carry-on suitcases, while a second drawer under the chaise longue provides space for footwear. A personal compartment with a backlit mirror is available near the seat for personal belongings, along with an individual wardrobe.

Light plays a central role in this exceptional setting. The five windows fill the space with natural brightness, creating a serene atmosphere. They feature electric translucent or blackout shades. The lighting system includes two lamps adorned with the signature Air France winged seahorse, available as both wall-mounted and floor-standing fixtures. Subtle ambient lighting accompanies each phase of the flight.

Onboard, cutting-edge technology enhances the travel experience. Each guest enjoys two 32-inch 4K screens, offering over 1,500 hours of entertainment accessible from the seat, chaise longue, or bed. Noise-canceling headphones are provided, and passengers can also connect their personal headphones via Bluetooth. The suite is equipped with 110V/220V electrical outlets, USB-A and USB-C ports, wireless charging stations, and dedicated holders for smartphones or tablets. Free Wi-Fi is available throughout the journey. Soon, Air France will introduce a new ultra-high-speed connectivity service across its fleet, replacing the current offering and providing an at-home experience in the sky.*

The suite can be intuitively controlled via a wireless touchscreen tablet. With a simple touch, passengers can adjust the inclination of their seat, chaise longue, or bed, as well as the lighting and window shades. The tablet also allows easy navigation through all entertainment options.

Four suites will progressively be introduced on a selection of Boeing 777-300ER aircraft. The first aircraft to feature the new La Première cabin, named Épernay, will take off in the spring and fly to New York-JFK. Other destinations, including Los Angeles, Singapore, and Tokyo-Haneda, will be added during the summer 2025 season.

La Première is currently available from Paris-Charles de Gaulle to Abidjan, Dubai, Los Angeles, Miami, New York-JFK, San Francisco, Sao Paulo, Singapore, Tokyo-Haneda and Washington DC.

Click here to learn more about Air France's new La Première experience. 

La Première, the highest expression of travel

Air France's La Première is the perfect blend of a rich heritage, cherished and upheld since 1933, and a never-end quest for excellence. Every stage of the journey is designed to offer an exceptional, tailor-made experience. From the spacious airport lounge to the private onboard suite, from three-star cuisine to a carefully curated selection of fine wines and champagnes, and from restful nights at 35,000 feet to personalized service, every moment is elevated to transform travel into an unforgettable experience.

By reinventing this signature product, which is deeply embedded in its DNA, Air France is taking another step forward in its move upmarket.

*The rollout of this new Wi-Fi service across the entire Air France fleet will begin in the summer 2025 season. The service will be entirely free for Flying Blue and La Première customers.

Air France Press Office:  corporate.airfrance.com – X/Twitter @AFnewsroom

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Air France unveils its new La Première experience, the highest expression of travel

Air France unveils its new La Première experience, the highest expression of travel

Air France unveils its new La Première experience, the highest expression of travel

Air France unveils its new La Première experience, the highest expression of travel

ALULA, Saudi Arabia, Jan. 16, 2026 /PRNewswire/ -- Today marks the official opening of Desert X AlUla 2026, the landmark fourth edition of the international, open-air biennial exhibition. Arts AlUla, in collaboration with Desert X, welcomes visitors to experience a stellar line-up of Saudi and international multi-generational artists whose site-responsive earthworks, sculptures, and installations will engage in a powerful dialogue with the awe-inspiring landscapes and layered heritage of AlUla.

 

 

As a premier destination rich in ancient history and breathtaking nature, AlUla, located in Northwest Saudi Arabia, solidifies its position on the global stage as a dynamic, emerging land art destination with Desert X AlUla, the region's first public art biennale, and a key highlight of the AlUla Arts Festival.

The 2026 edition of Desert X AlUla brings together 11 acclaimed artists whose diverse works reflect a wide spectrum of ideas, materials, and traditions. From monumental kinetic sculpture to sound-based explorations above and below ground, each commission is deeply rooted in relationships to AlUla's distinctive environment, further cementing Desert X AlUla's reputation as a globally significant platform for site-responsive land art.

Desert X AlUla runs until February 28, 2026, as a cornerstone of the annual AlUla Arts Festival. Curated by Wejdan Reda, Zoé Whitley, with artistic direction by Neville Wakefield, and Raneem Farsi, its fourth edition explores 'Space Without Measure.' Inspired by Kahlil Gibran, the theme fosters contemplation of imagination within AlUla's natural settings. The exhibition, set in the desert canyons of AlUla, serves as a pre-opening programme for Wadi AlFann, offering a pivotal glimpse into AlUla's plans to create a permanent land art 'Valley of the Arts.'

Hamad Alhomiedan, Director of Arts & Creative Industries at the Royal Commission for AlUla (RCU), said: "At Desert X AlUla 2026, audiences will engage with art that deeply converses with AlUla's unique landscapes and rich heritage. These compelling commissions highlight AlUla's dynamic transformation into a major global destination, where ancient and contemporary expressions converge. This exhibition is part of our broader revitalisation of AlUla as a culturally rich destination to live, work and visit and integral to positioning AlUla in the global dialogue of contemporary art and as a precursor to monumental projects like Wadi AlFann."

Participating artist/artworks are: 

• Sara Abdu, A Kingdom Where No One Dies: Contours of Resonance
• Mohammad Alfaraj, What was the Question Again?
• Mohammed AlSaleem, The Thorn, AlShuruf Unit, The Triangles, Flower Bud, and Al Ahilla (courtesy of Royal Commission for Riyadh City)
• Tarek Atoui, The Water Song
• Bahraini-Danish, Bloom 
• Maria Magdalena Campos-Pons, Imole Red 
• Agnes Denes, The Living Pyramid
• Ibrahim El-Salahi, Haraza Tree
• Basmah Felemban, Murmur of Pebbles
• Vibha Galhotra, Future Fables
• Héctor Zamora, Tar HyPar

For further information, please contact:
Sabrine.Shaw@bursonglobal.com
AlUlaArtsFestival@bursonglobal.com 

Multimedia gallery:
High-resolution photos of all 11 artists and their artworks can be found here.

About AlUla and Arts AlUla

Located 1,100 km from Riyadh, in North-West Saudi Arabia, AlUla is a place of extraordinary natural and human heritage. The vast area, covering 22,561km², includes a lush oasis valley, towering sandstone mountains and ancient cultural heritage sites dating back thousands of years to when the Lihyan and Nabataean kingdoms reigned.

The most well-known and recognised site in AlUla is Hegra, the principal southern city of the Nabataean Kingdom and Saudi Arabia's first UNESCO World Heritage Site. AlUla is also home to ancient Dadan, the capital of the Dadan and Lihyan Kingdoms and considered to be one of the most developed 1st millennium BCE cities of the Arabian Peninsula, and Jabal Ikmah, an open air library of hundreds of inscriptions and writings in many different languages. AlUla Old Town Village, a labyrinth of more than 900 mudbrick homes was developed from at least the 12th century and has been revitalised as the vibrant hub for visitors and residents.

The creation of Arts AlUla within The Royal Commission for AlUla (RCU) is a commitment to crafting the next chapters in a millennia of artistic creation – celebrating cultural inheritance and shaping a future inspired by artists built be artists. The work of Arts AlUla seeks to preserve this legacy: fuse the old with the new; the local with the international, keeping the arts central to the spirit of AlUla as a place of extraordinary natural and human heritage.

Wadi AlFann, meaning 'Valley of the Arts,' will be a global cultural destination for land art, unveiling from 2028 onwards, where era-defining works by artists from around the world will be permanently sited in the monumental landscape of AlUla, the extraordinary desert region of north-west Saudi Arabia.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Desert X AlUla 2026: monumental land art exhibition opens in the ancient oasis of AlUla