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Luxury brands

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Luxury –
what's it all about?

There was a time when the term ‘Luxury’ was applied to an exclusive group of products, targeted at an ‘exclusive’ group of people but nowadays even teabags and toothpaste can be called ‘luxury’.

Is the industry at risk of becoming a victim of its own success?

Give your luxury definition

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Joe Ferry

Head of Design & Service Design, Virgin Atlantic Airways

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As Head of Design for Virgin Atlantic, Joe Ferry has challenged the conventions of the airline industry, setting the brand apart from its competitors. He is best known as the vision behind the £105M product of Virgin Atlantic’s Upper Class Cabin, unveiled in late 2003 and since rolled out to all of the airline’s fleet of aircraft.

In his role Joe is responsible for the overall development and implementation of Virgin Atlantic's design strategy for products and services. Alongside leading the new design and development of the cabin interior and onboard products, Joe’s responsibilities also include managing design for Virgin Atlantic's uniforms, clubhouses and terminal areas around the world and more recently the development of Virgin Atlantic’s Service Design. In addition to the multi award winning Upper Class Suite, his recent projects include the new Virgin Atlantic Clubhouse at London Heathrow and the interior design management of the longest commercial aircraft in the world, the A340-600.

He is renowned as a leader in innovation within the aviation industry and frequently speaks at conferences and industry events worldwide.

Joe holds a degree in industrial design from Brunel University and a master of arts in industrial design engineering from the Royal College of Art in association with Imperial College of Science and Technology, London.