The airline will enable Upper Class passengers flying between London and New York the chance to browse and buy a work of art.
Virgin Atlantic is launching the world’s first in-flight art gallery at 35,000ft, taking the display and sale of artworks into uncharted territory. This is another way for them to create added value for Upper Class flyers and distinguish themselves from other airlines.
The Gallery in the Air will first exhibit the bright topography-style works of the British artist Ben Eine, from February 1st-28th. Upper Class passengers flying between London and New York will be able to view and purchase 10 of Eine’s pieces, which are priced from £2,500-£15,000.
The Telegraph notes that they can take a virtual tour of the gallery and see behind-the-scenes footage of the artworks’ creation before buying them the same way they would purchase duty-free. Canvases will also be on display in the airline’s London Heathrow, JFK, and Newark clubhouses.Eine said:
We have created a completely original way of appreciating and buying art – a new frontier for the industry. I respect Virgin Atlantic’s brave and challenging attitude and the way it goes against the grain, so I jumped at the chance to be part of the first ever Gallery in the Air.
Click through to see more images of the on-plane gallery: