Air India’s Maharaja lounge signals design-led service transformation
Air India has opened its new Maharaja Lounge at Delhi’s Terminal 3, designed as part of its broader transformation into a global premium airline. The space blends heritageinspired elements with contemporary design, offering curated zones, improved seating, and upgraded passenger services aligned with its new brand identity. News Source: NDTV This is not just a lounge upgrade. It signals a deeper shift in how Indian companies are beginning to think about service as design. For years, aviation in India competed on price and scale. Now, experience, spatial design, and customer journey are becoming strategic differentiators. The real transformation is not visual. It is systemic. Design is moving from surface to service architecture.
Design is moving from surface to service architecture.