Cathay Pacific is showcasing its new Aria Suite in Business Class and updated Premium Economy seats in Australia through an interactive activation created by Curious Nation.
The activation, taking place in Sydney and Melbourne, gives travellers a preview of the airline’s premium cabin products now available on its refurbished Boeing 777-300ER aircraft. The aircraft operates daily between Sydney and Hong Kong and has recently been introduced on the Melbourne–Hong Kong route.
Curious Nation designed the activation by transforming retail spaces into a mock flight experience. Visitors check in at a custom-built airline desk, receive printed boarding passes, and can test the Aria Suite or Premium Economy seat. The experience includes a photo booth, instant giveaways, and the chance to win two return Business Class flights.
The Aria Suite includes sliding privacy doors, 24-inch 4K monitors with Bluetooth audio, and LED lighting. The updated Premium Economy seat is also on display as part of the airline’s ongoing cabin product upgrades.
“We set out to create a ground-level experience that matched the premium quality of Cathay’s new Aria Suite,” Steph Babin, managing partner at Curious Nation, said.
“By recreating a taste of the inflight journey in unexpected places, we’re sparking curiosity, building emotional connection, and allowing people to physically feel the difference. It’s a great example of how experiential can bring brand promises to life in a tangible, memorable way.”
Genevieve Brock, head of marketing, southwest pacific, at Cathay Pacific, added: “Our new Aria Suite represents a significant investment in passenger comfort and design excellence. This activation allows us to showcase the artistry and innovation behind Cathay Pacific’s premium cabins in a way that connects directly with travellers.
“It’s about demonstrating our commitment to thoughtfully crafted experiences that go beyond traditional airline service.”
The activation is at Chadstone Shopping Centre in Melbourne until 16 August and Westfield Chatswood in Sydney from 21–23 August. Media placements, planned by Spark Foundry, support the activity, alongside public relations by Soda Communications.