Etihad to transform London Heathrow Lounge as new premium experience takes off
The concept draws inspiration from Abu Dhabi’s landscape, architecture and transformation
ABU DHABI – Etihad Airways is set to transform its premium ground experience with a new generation of global lounges, beginning with its refurbished London Heathrow Lounge in summer 2027.
The UAE’s national airline has unveiled a new design language called Beyond Borders, which will bring a more recognisable identity across its lounges, aircraft and wider guest journey. Heathrow will become the first Etihad lounge to fully showcase the new concept as the airline expands its premium offering across its global network.
The new lounge experience forms part of Etihad’s wider Beyond Borders product and experience strategy, which aims to create greater consistency across different stages of the passenger journey. The airline is investing in its aircraft, lounges, dining, amenities, wellbeing, connectivity and service as part of the programme.
The development is also linked to Etihad’s US$20 billion investment in new aircraft and customer experience, which includes a US$1 billion fleet retrofit programme.
London Heathrow debut
The transformed London Heathrow Lounge will provide the first complete expression of Etihad’s new lounge design. The airline has already offered visitors at its ATM stand an early glimpse of the concept through a central showpiece feature and a new bar design, both of which will form part of the Heathrow lounge.
Etihad said the new lounge will serve as the starting point for a wider evolution of its global lounge network. Future lounges will adopt the same design language and hospitality principles while retaining elements that reflect their individual locations and purposes.
The spaces will include dedicated areas for Business and First guests, as well as private suites for passengers travelling in The Residence, Etihad’s most exclusive cabin category.
Arik De, Chief Revenue and Commercial Officer at Etihad Airways, said London Heathrow represented the beginning of a new chapter for the airline’s lounges.
“Our new lounges are an important part of the Etihad experience and London Heathrow marks the beginning of an exciting new chapter,” he said. “It will be the first lounge to bring our new design language fully to life on the ground, creating a space that feels uniquely Etihad and distinctly connected to Abu Dhabi.”
He added that the airline did not intend for every lounge or aircraft to look identical. Instead, recognisable design elements will create a connection through the airline’s design, hospitality, dining, wellbeing and service.
Abu Dhabi inspiration
The Beyond Borders design language has been developed in Abu Dhabi and is based on the concept of “from sand to superstructure”. It draws on the emirate’s natural landscape, architecture and transformation, bringing those influences into Etihad’s premium environments.
The concept was first introduced through the airline’s latest aircraft interiors and will now extend into its lounges. Materials, textures, lighting and distinctive design details will be used to create visual connections between the different elements of the Etihad experience.
The approach is designed to avoid identical lounges across the network. Instead, each location will have its own character while incorporating recognisable Etihad touchpoints that link the lounge environment with the aircraft.
The Heathrow project follows Etihad’s recent showcase of its next-generation cabin products at ATM. The airline presented the world debut of its new A330 cabin at the event, alongside the Beyond Borders design on its A321LR.
Together, the aircraft and lounge developments provide an early look at how Etihad plans to extend the new visual identity across different stages of the passenger journey.
The airline said London Heathrow would mark the beginning of the next generation of its global lounges, with further developments planned as the Beyond Borders design and experience gradually expands across its network.