Bombardier, a name long synonymous with luxury and innovation, has inaugurated a sophisticated new space within the Yacht Club de Monaco that both promotes the heritage of the legendary aviation brand and seeks to tempt the custom of an affluent clientele.
The new Aviator Lounge by Bombardier on the harbour level of the Yacht Club de Monaco is part of a new rebranding strategy that is hoping to renergise the reputation and renown of a company with more than eight decades of expertise in the aviation industry.
Prince Albert II of Monaco attended the opening of the new space on 9th May, cutting the ribbon alongside Pierre Beaudoin, Chairman of the Board at Bombardier, and other notable figures from the Principality.
At the launch, the Prince was invited to explore the history and legacy of Bombardier through the ages. It is an approach that will be extended to all guests in the central ‘nest’ area of the Lounge.
“The company is very humble, although it has a global success and is leading in its category. This is not about bragging; this is about not being afraid to tell the world the story that’s being told; it’s all about being a confident brand,” Eve Laurier, Vice President of Marketing, Communications, and Public Affairs at Bombardier, tells Monaco Life.
The Lounge was designed by architect Andrea Mosca, who drew on the minimalist aesthetics and smooth curves of Bombardier aircraft as sources of inspiration. It includes a display of models of Bombardier’s most iconic jets, and the space has been built in a way that shares the narrative of the brand’s history of innovation and sustainability efforts.
From a welcome desk that represents Bombardier’s unique wing designs to photography exhibits showcasing the company’s research and development over the decades, it is an immersive experience that seeks to spotlight the company’s commitments to sustainability and its technological innovations.
“We let the perfection of our mastery and our products do the work for themselves,” says Laurier. “People value our family heritage, our family story. Everything truly lies in the experience and how we treat our customer from the beginning to the end.”
The Lounge is part of Bombardier’s new rebranding strategy, which includes significant investment in global expansion efforts. By establishing a physical presence in Monaco, Bombardier is seeking to tap into a market of affluent clientele who wish to experience travel aboard the Bombardier Global 7500 or the Challenger 3500, among other choice crafts.
“We are immensely proud to reaffirm our presence in the region with the opening of the magnificent new Aviator Lounge by Bombardier, the first tailor-made space of this kind by any jet manufacturer,” says Emmanuel Bornand, Vice President of International Sales at Bombardier.
Bombardier by Assouline
Attendees at the inauguration were treated to an exclusive preview of ‘Bombardier’, the latest masterpiece from publishing house Assouline.
This stunning book recounts the 80 plus years of Bombardier as an international and yet resolutely family enterprise, and contains captivating visuals and insights into this legacy.
The first edition took 18 months to produce, and copies will be available for €1,200 from June 2024.
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Photo credit: Bombardier