The "No Legacy" Newcomer:
Riyadh Air has described itself as a “no legacy” airline, something that gives it the freedom to craft an identity from scratch, and if you ask me, that’s its biggest advantage. No outdated IT systems, no ancient fleet to modernize, and no corporate culture to reform. Problems almost every airline struggles with.
The biggest problem is that there's no built-in brand loyalty, no nostalgic frequent flyers, and a very crowded Middle Eastern market to elbow into.
But Saudi Arabia is pulling in the big names. Since 2022, they’ve partnered with PriestmanGoode to create the cabins around three core pillars: comfort, technology, and longevity. The design team immersed itself in Riyadh's culture to “create an authentic experience that connects to Saudi heritage while maintaining a contemporary outlook”.
Here's what Ben Rowan, director at PriestmanGoode, has to say about it:
The cabin reveal complements the airline's fashion-forward approach, previously showcased when their cabin crew uniforms debuted at Haute Couture Week in Paris last year.
"Unlike existing carriers with decades of brand history to observe, Riyadh Air was starting from a blank slate. This was both an opportunity and a challenge: the freedom to shape something entirely new, but also the responsibility to create a design language that would resonate with passengers and stand the test of time."
The cabin reveal complements the airline's fashion-forward approach, previously showcased when their cabin crew uniforms debuted at Haute Couture Week in Paris last year.

Here's what CEO Tony Douglas told Business Insider in an interview:
"The brief on the fashion was I want TWA, I want Pan Am, I want [Leonardo] DiCaprio in 'Catch Me If You Can' with a modern twist to bring that sophistication, that glamour back into it,"