Press Release: NewTerritory to lead LATAM experience transformation

Aviation brand experience and design studio, NewTerritory, has been appointed as LATAM Airlines’ strategic partner to deliver a wide-ranging and comprehensive transformation of its product design experience, following a competitive multi-agency tender process.

Marking the first collaboration between the London-based studio and the largest airline in the Southern Hemisphere, NewTerritory will lead the delivery of LATAM’s new product design identity and design philosophy, along with the supporting documentation that will shape all future design programme launches.

As the sole partner for this strategic element, NewTerritory will define the creative direction and ensure it ties seamlessly across the entire passenger and employee experience, feeding directly into future developments and launches.

The all-encompassing project begins with the creation of a comprehensive Product Design Bible — a foundational document that will define what it means to step into a LATAM space. From the check-in counter and airport lounge to the aircraft seat, this work will establish the core principles that guide every touchpoint in the passenger journey.

This new design experience will then cascade into the development of a number of future design programme launches later into the year, including hard and soft products.

Speaking on the announcement, Nadja Orwell, Director of Client Partnerships at NewTerritory, said: “Flying may be more familiar than ever, and because of that, customer expectations continue to evolve with growing demand for personalisation, comfort and considered moments throughout the journey.

“For airlines, this means working harder than ever to deliver experiences that feel intentional, elevated and memorable to create moments that speak to passengers’ emotional needs.

“That’s what makes this partnership with LATAM so exciting. Starting with the Product Design Bible gives us a clear foundation to define what LATAM stands for as a brand – and to express that design DNA across future programmes, shaping the onboard journey for both passengers and crew. It’s an approach that brings consistency, coherence and, most importantly, experiences that truly resonate.”

Dominic Purvis, SVP of Product and Customer Experience at LATAM Airlines, added: “NewTerritory demonstrated a unique ability to connect brand, design and customer experience in a way that felt both strategic and emotionally intelligent. Their creative approach and cross-sector insight made them the standout choice in a highly competitive process.

“This partnership marks a major step in our journey to deliver an elevated, distinctive and cohesive LATAM experience – one that reflects the warmth, diversity and vibrancy of Latin America while embracing innovation and human-centered design. We’re not just enhancing the travel journey, we’re crafting an experience that is emotionally resonant, culturally authentic and truly unlike any other, making it unmistakably LATAM.”

Further details on the project will be shared later this year, with phased rollouts expected to align with LATAM’s broader innovation and customer strategy.

About NewTerritory

NewTerritory is a brand experience studio transforming relationships by design. Based in Clerkenwell, London, United Kingdom, the team is guided by data-driven insight, it crafts seamless end-to-end experiences, building advocacy and delivering long-term value for brands. Founded by former head of design at Virgin Atlantic, Luke Miles, the studio is recognised for delivering game-changing products within the travel, hospitality and infrastructure industries.

Its brand intelligence platform, Aura, informs investment at the right moments, combining strategy with data to enable measurement, comparison and optimisation of brand experience.

Visit here to find out more.

All images credited to NewTerritory

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