Air Canada B787-10

Design Objective

Translating the A321XLR Design Language to a Premium Widebody Platform

Acumen was tasked with developing a three class cabin that advances Air Canada’s product offering while maintaining a strong and consistent brand identity. The programme began with a clear objective. Translate the A321XLR design language into a widebody architecture. Four core design pillars were defined and acted as a blueprint to guide the work, shaping everything from suite geometry to material application. In parallel, Acumen supported Air Canada through the premium seat supplier selection process, providing evaluation and concept development to demonstrate the potential of each platform seat.

Design Development

Customising the Ascent Platform for Air Canada’s Signature Class

For the airlines Signature Class – (Business Class), Air Canada selected the Elevate Seating Ascent platform. Acumen had designed the original Ascent platform seat for Elevate in 2019, (formerly Adient Aerospace) and this was the first time that Acumen had worked with an airline to customise the product.

Once the scope of customisation was agreed, Acumen conducted several design sprints to look at the styling and packaging of the product, refining console geometry, stowage integration, suite detailing, lighting and IFE integration, to align with the wider cabin design language.

A key feature to the Ascent platform seat is the front row Signature Plus suite. Designed as a more premium offering, it introduces additional space, optional guest seating and a flexible social configuration for up to four passengers. The design incorporates elevated detailing, including real stone inlays by Flist and enhanced furniture integration, creating a more residential feel.

Acumen developed multiple concepts exploring:

• Extended bed geometry
• Increased suite wall height for enhanced privacy
• Integrated permanent table design with real marble stone inlay
• Larger monitor packaging
• Dedicated personal stowage and wardrobe solutions

The result is a ‘Signature Plus’ suite, that allows for both privacy and space for sociability.

Customised cabin architecture was also used to strengthen the brand experience from the moment of boarding. Inspired by Air Canada’s lounge environments, bespoke entrance features were developed with Jamco US. At Door 2 a branding panel is integrated into the galley design. Downlighting highlights a 3D mocha gold maple leaf on the left, balanced by a laser cut welcome message in French and English on the right. Blackened bronze slats wrap around the galley and flow into the rear bulkhead, forming a sculpted wave pattern. A secondary maple leaf emblem is integrated within the panel, while subtle uplighting adds depth and definition to the layered design.

Another branding panel at the door 1 entrance area is attached to the overhead flight crew rest monument, and also incorporates the airlines rondelle brand and blackened bronze slats with a soft organic form. Acumen also led the design of front and rear row monuments to improve stowage and ensure a cohesive design transition through the cabin. Air Canada’s Signature Class branding is positioned on the forward bulkhead to complete the premium cabin.

The design team worked with Recaro on the design of the Premium Economy seat on the PL3810 and the YC seat using the CL3810 platforms. The work scope covered the customisation of the PYC headrest profile and fixed ears, the PYC seat back pocket as well as the dress cover designs for both classes. The cabin layout also required customised bulkheads between both classes with bespoke designed literature pockets.

CMF and Brand Expression

Applying the ‘Glowing Hearted’ Design Standard Across Multiple Platforms

Through the ongoing design collaboration Acumen were asked to define a framework for how the ‘Glowing Hearted’ design standard was applied to the different product offers across the Air Canada fleet. As part of this fleet wide CMF alignment the material language developed for the Premium Economy cabin experience was aligned to the new A220 Business Class seat.

The B787-10 Premium Economy introduces a more tactile dress cover fabric, with deep red woven textiles balanced against dark leathers to enhance comfort and visual depth. The Economy cabin look and feel is directly aligned with the A321XLR, ensuring continuity across aircraft types.

Air Canada and Acumen worked closely with Boeing to adapt the A321XLR design into bespoke and offerable cabin finishes, across the B787 aircraft interior. The cabin introduces warm bronze metallics, natural stone and wood finishes, controlled red accents and integrated mood lighting, to create a refined premium atmosphere, while maintaining a calm and consistent brand expression.

Results

From A321XLR Design Language to Widebody Blueprint

The B787-10 programme transforms the standard defined by the A321 XLR into a fully realised widebody vision. What began as a new design language now becomes a fleet defining blueprint. The Glowing Hearted cabin philosophy is applied at greater scale and is delivered with greater confidence through the strong architectural features and natural inspired material choices.

Across Air Canada Signature Class, Premium Economy and Economy, the cabin delivers a cohesive, future ready expression of Air Canada’s identity. Warm in tone. Precise in execution. Distinctly Canadian in spirit and design. A step change for the airline and a platform built to lead its next era of international growth.