Virgin America’s check in space for first class and elevate Gold members is a partitioned area adjacent to its ticket counters (Virgin America)
On Monday, Virgin America kicked off new flights at Love Field in Dallas and brought along its design sense for ticket counters and gate areas.
Its new, private first class VIP check-in area is located adjacent to its new Love Field ticket counters, and will give first class passengers and Elevate Gold members a place to chill out while they check in for their flights with the help of a dedicated Virgin America VIP concierge.
Virgin’s first class check in space is located next to it’s check in area at Dallas Love, pictured here. (Virgin America)
Virgin says the space extends its colorful cabin experience into the airport with design elements that include modern furniture pieces selected in collaboration with the Dallas-based design group Corgan – including Cassina Tre Pezzi lounge chairs, an Eames chair and ottoman and Foscaraini “Twiggy” floor lighting. The check-in area is separated from the rest of the terminal by a billowy, LED-lit divider wall by Molo Design.
Note that the space is located pre-security next to ticket counters, not in the gate area, where it would likely be more useful. A Virgin spokesperson made it clear that this is not a lounge like its Loft at LAX, but instead a “dedicated space for First Class check-in.”
Virgin America’s new gates also got the “Virgin” treatment, highlighting the carrier’s British roots with a classic red London phone booth and art photography from various moments in Virgin brand history – from Virgin Records to Virgin Galactic.
Here’s another image of Virgin’s lounge at Dallas Love (Virgin America)
Interview: The Dallas Morning New offers an excellent interview w Virgin America CEO David Cush about its newest destination
Virgin America has added some Brit-pop touches to its gate area, like a replica of a London hotel booth (Virgin America)
Related: A bright spot in LAX’s drab Terminal 3
The red and white exterior of the modern new terminal at Dallas Love looks as if it was designed with Virgin America in mind…don’tcha think? (Image: Virgin America)
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Good move, Virgin Atlantic.
Zoom in on the biggest weakness of your largest Dallas/Love competitor — lack of doing much special for its highest revenue passengers other than priority boarding — and in-your-face exploit it.