Passengers travelling on Virgin Atlantic’s upper class flights from London to New York will have the opportunity to appreciate and buy art from the world’s first airborne commercial art gallery.
Dubbed “The Gallery in the Air” the initiative is part of the airline’s £100 million plan to revamp the company’s upper class cabin. The first artist enlisted is British artist Ben Eine, who rose to global prominence when David Cameron presented one of his works to President Obama as a gift on the Prime Minister’s first state visit to Washington.
According to The Telegraph, the exhibition, running from February 1 – 28, will feature 10 of Eine’s trademark typography-style works, with prices ranging from £2,500 to £15,000.
Canvases will be on display in Virgin Atlantic’s swanky clubhouses in London Heathrow, JFK and Newark Clubhouses and, once on board, Upper Class passengers will be able to take a virtual tour of the Gallery in the Air and see ‘behind the scenes’ footage of their construction, before buying the pieces in the same way as they would make a duty-free shopping purchase.
Eine says of the collaboration: “We have created a completely original way of appreciating and buying art – a new frontier for the industry.”
Via [The Telegraph]