As a benchmark for service excellence in China’s aviation industry, Xiamen Airlines (MF) has long been celebrated for its "Precision, Elegance, Detail, and Grace"—a philosophy that defines its award-winning inflight experience. To transcend the temporal and spatial limitations of airborne service, MF envisioned its new headquarters as a tangible embodiment of this ethos, seamlessly integrating brand values into ground-based consumer touchpoints.
In collaboration with Leaping Creative—a pioneer in experience design—the airline has realized China’s first multi-dimensional brand culture hub. This immersive space reinterprets MF’s service DNA through architectural storytelling, transforming hospitality-driven interactions into a 360° sensory journey that bridges air and ground.
Leaping Creative crafted an innovative experience strategy rooted in Southern Fujian’s cultural heritage (where is the location that airline brand represents), yet distilled through a contemporary, international lens. By translating MF’s acclaimed inflight service excellence into a ground-based, multi-format immersive landmark, the design weaves five thematic zones into a seamless narrative—transforming brand ethos into a tactile, multi-sensory journey.
The façade features weathered yellow sandstone—a nod to Southern Fujian’s traditional architecture—for a clean, unified look. A subtle wood-grille entrance and intentional open space create a serene arrival. Tiered native plants in the outdoor area add layered greenery, balancing openness with privacy.
Sweeping micro-arc walls, inspired by aircraft cabins, dissolve spatial boundaries while guiding visitors through the exhibition - translating inflight elegance into grounded spatial storytelling.
Modular display units with adaptive lighting enable flexible exhibitions. Natural light shifts seamlessly between interior and exterior, while handcrafted ceramics cast warm, textured shadows.
△Ceiling-mounted light channels mimic takeoff paths, embedding flight DNA into the architecture.
All walls are clad in custom recycled cork, where the natural wood grain texture serves as both a backdrop for cultural exhibitions and subtly delineates fluid spatial sequences.
The Tea & Coffee Lounge extends Xiamen Airlines' curated beverage philosophy through an interactive open bar experience. The space features:Customizable coffee bean blending stations, An aviation-themed world map tracing bean origins, Aroma exploration installations. This immersive journey visually articulates MF's "Coffee World Map" concept and "From Seed to Cup" ethos through spatial storytelling.
△The egret motif – Xiamen Airlines' iconic brand symbol – permeates spatial details through patterned tiles and screens, creating a subtle yet cohesive brand narrative.
The tea space features a pavilion inspired by Fujian's traditional tulou architecture as its visual centerpiece, offering immersive tea service. A dynamic "aircraft window" display on the back wall extends the in-flight experience to the ground through visual storytelling, creating a relatable spatial encounter for visitors.
The outdoor seating area features oriental bonsai landscaping, mirroring the tea pavilion in harmonious symmetry—creating a contemplative dialogue between interior and exterior spaces that exudes effortless tranquility.
The theater stage serves as a dynamic focal point connecting the tea lounge and in-flight kitchen restaurant. When opened toward the tea pavilion, guests enjoy tea ceremonies while observing the artistry of flight service – transforming cabin hospitality into an aesthetic cultural performance.
The in-flight kitchen restaurant elevates Xiamen Airlines' first-class "A Starred Journey" experience from the skies to the ground. Celebrating seasonal ingredients and authentic flavors, it delivers extraordinary culinary journeys. Glass displays showcase tableware and seasonal produce, while tiered seating ensures optimal performance viewing. Flexible furniture configurations adapt to diverse needs, with ceiling and step lighting evoking aircraft cabin ambiance—crafting a refined yet comfortable dining atmosphere steeped in ritual.
The open kitchen faces the dining area, showcasing both culinary artistry and practicality—transparent service meets professional execution.
The "Wine Bank" employs expansive glass panels to craft a play of light and transparency, while warm lighting cultivates a relaxed ambiance—elegantly translating the airline’s signature sky-high sommelier service into a grounded experience.
The restroom strategically incorporates layered lighting to create a soothing ambiance through delicate illumination. Guests can experience YunChu skincare products—an extension of the airline’s travel wellness brand—in the vanity area, where subtle brand touches complete the consumer journey.
The VIP lounge draws inspiration from Fujian's coastal culture, featuring four distinct private rooms: "Sea," "Shore," "Harbor," and "Stream." Designed for elite travelers, the space prioritizes intimacy and versatile sophistication. A handcrafted egret-patterned screen—crafted using traditional Fujian linear carving techniques—anchors the area, while rhythmic lighting and minimalist decor elevate the sense of ceremony.
The refined tea room features warm wood textures throughout, with a raised platform floor and minimalist furnishings. A striking blue lacquered table anchors the space, exuding ethereal elegance, while delicate floral arrangements and rustic ceramic vessels add poetic contrast—where Zen tranquility meets lyrical artistry.
The grand tea hall is bathed in luminous lightness, where pale wood-toned stone tiles interweave with metallic mesh across the ceiling—a textural dialogue that elevates the space. Geometric material joints compose a rhythmic architectural framework, articulating a contemporary Eastern aesthetic.
The streamlined conference hall accommodates business receptions, meetings, and dining—its adaptable layout and modular furnishings seamlessly cater to diverse needs.
The VIP dining hall—the largest circular-table venue in the private zone—reinterprets Fujian’s tulou architecture through its central chandelier and communal table, cultivating an intimate dining atmosphere. A fluid circulation path guides guests through curated brand touchpoints, deepening their multi-sensory engagement with the airline’s narrative.
Leaping Creative transforms Xiamen Airlines' service ethos into tangible spatial experiences—where brand values materialize through immersive, everyday encounters. More than a showcase, this is a cultural nexus blending lifestyle and global perspectives, seamlessly connecting local rituals with worldly horizons.
