Air France is enhancing its premium lounge experience with a unique multi-sensory touch—introducing its first signature sensory branding, AF001. This exclusive scent, developed in collaboration with Francis Kurkdjian, master perfumer and artistic director of Maison Francis Kurkdjian, aims to create a distinct and immersive brand identity for passengers. Beyond adding a refined sensory element to its lounges, this initiative underscores the airline’s commitment to elevating luxury travel through innovation and attention to detail.
A Tribute to French Excellence
Named after the legendary Concorde flight number that once connected Paris and New York, AF001 embodies the airline’s heritage and commitment to refined travel. The fragrance blends comforting musky notes with mimosa from southern France, enhanced by delicate hints of jasmine and rose, creating an inviting and calming atmosphere.
The fragrance took over two years to develop and aligns with Air France’s broader strategy to showcase French savoir-faire across its services. From haute couture staff uniforms to Michelin-starred cuisine, the airline continuously integrates elements of luxury and craftsmanship into the passenger experience.
A Sensory Journey for Travelers
Air France has begun introducing AF001 at key locations within Paris Charles de Gaulle Airport (CDG), specifically in premium lounges across Terminals 2E (halls L and M), 2F, and 2G, as well as in the exclusive La Première suites. Over the coming months, the scent will be gradually expanded to lounges worldwide.
According to Fabien Pelous, Air France’s SVP of Customer Experience, this initiative underscores the airline’s commitment to engaging all five senses during travel:
“The Air France travel experience now elevates all five senses: sight, with the haute couture uniforms of our staff, our cabin interiors, and the meticulous design of our lounges; taste, with the delicious dishes on the menu on board; touch, with the soft fabrics of our seats; sound, with our playlists on board; and now smell, with this prestigious signature fragrance.”
Sensory Branding in Aviation: A Growing Trend
Air France is not the first airline to embrace olfactory branding. In 2018, Virgin Atlantic partnered with British scent designer Rachel Vosper to create its signature scent, ‘Air’, which is infused throughout its Clubhouses, airport gates, and cabins. This approach mirrors luxury hotels, where signature scents help reinforce brand identity. More recently, Virgin Voyages introduced its own fragrance, ‘Ship No.1,’ for its cruise line, demonstrating how sensory branding extends beyond aviation into hospitality and travel experiences.
Similarly, in 2021, Singapore Airlines introduced Batik Flora, a scent inspired by the airline’s batik motif, which is used in its lounges and available for purchase as a reed diffuser or eau de toilette. Meanwhile, Cathay Pacific and Riyadh Air have explored sonic branding, using customized melodies to create an emotional connection with passengers.
Beyond sound and scent, taste has long played a role in airline branding, with several carriers developing signature drinks, wines, and even exclusive beers. For example, British Airways partnered with BrewDog to create a custom beer that tastes better at high altitudes, while airlines like Emirates and Qatar Airways curate luxury wine selections to complement their premium inflight dining experiences.
Additionally, Singapore Airlines has taken its sound branding further by offering curated playlists on Spotify, extending its brand presence beyond the aircraft cabin. The airline collaborated with London-based sound branding agency DLMDD to develop a sonic identity, which includes a theme melody, boarding music, and inflight ambient tracks that contribute to a seamless and relaxing passenger experience. This reinforces how airlines are using sound to create deeper brand recognition and enhance passenger comfort.
This growing trend of multi-sensory branding highlights how airlines are leveraging experiential elements to differentiate themselves in an increasingly competitive premium travel market. In an era where airlines compete on service and comfort, branded sensory experiences provide a unique way to build deeper connections with passengers and enhance brand recognition beyond the visual and tactile.
A Prelude to More Luxury Enhancements
The launch of AF001 comes ahead of Air France’s highly anticipated unveiling of its new La Première first-class cabin. Set to be revealed this winter, the redesigned cabin is expected to be the longest first-class suite on the market, offering modular configurations that can be fully privatized for an unparalleled luxury experience.
Additionally, Air France continues to innovate in its premium offerings, recently collaborating with Michelin-starred chefs Glenn Viel and Arnaud Lallement to elevate its onboard culinary experience. These strategic initiatives collectively reinforce Air France’s positioning as a leader in luxury air travel.
Final Thoughts
By introducing AF001, Air France is setting a new benchmark for luxury aviation experiences, blending heritage, innovation, and sensory appeal. While a signature fragrance may not be a deciding factor in choosing an airline, it reinforces the brand’s attention to detail and its commitment to French sophistication.
As the airline continues to refine its premium offerings, passengers can expect a more immersive journey—where even the air they breathe is a carefully curated experience. With AF001, haute cuisine, signature drinks, curated playlists, and the upcoming La Première cabin redesign, Air France is redefining luxury in the skies, ensuring that every aspect of the journey is infused with elegance and excellence.