Wheels Up Partners with Happy Design Studio for Innovative Livery Design
Wheels Up, the newly-launched revolutionary membership-based private aviation company that lowers the cost of entry to private aviation and provides unparalleled flexibility, has chosen France-based Happy Design Studio, to create the livery design on the fleet of Beechcraft King Air 350i aircraft that will be used for the Wheels Up membership program. The custom made livery project marks the first time Happy Design Studio has worked with the King Air 350i aircraft, and was completed in an industry record 15 days, compared to the typical two to three months standard. Wheels Up placed an order in August 2013 for 105 King Air 350i aircraft from the Beechcraft Corporation, representing the largest general aviation propeller driven aircraft order in history. As an active partner in the design process, the Beechcraft Corporation will oversee the painting of the aircraft livery. “Happy Design Studio is known within the industry for its cutting-edge aircraft exterior designs, and for pushing boundaries with their modern aesthetic, so partnering with the firm was a clear choice,” said Kenny Dichter, Founder and Chief Executive Officer of Wheels Up. “Didier Wolff, Founder and Designer of Happy Design Studio, and his team possess the vitality and creative expertise needed to visually separate the King Air 350i aircraft to be used in the Wheels Up program from anything else in the sky.” The creative process started with three main designs which were based on initial mood words and company attributes. The designs were refined over a short 15 day period with daily conference calls, countless emails, and proactive feedback among the Wheels Up, Beechcraft and Happy Design Studio teams. The final livery design features a selection of unique aesthetics including a distinctive “UP” on the aircraft tail, and a blue and white color palette offering a sleek, aerodynamic appearance. “The entire project was invigorating. From providing a design that will be seen on over 100 aircraft, to working on the King Air 350i for the first time, the project pushed our team to create a fresh design within a very limited timeframe,” said Wolff. “A natural bond was forged between Wheels Up and Happy Design Studio, which resulted in a truly collaborative process enabling us to conceptualize and create a superior product. Within a relatively conservative industry in terms of design, Wheels Up is pushing for a different and exciting product, and we’re positive this will be a success.” Founded by Didier Wolff in 2010, Happy Design Studio has become the reference in original tailor-made exterior liveries for aircraft, helicopters and yachts for civil, commercial, private and military use. Wolff and his team bring creativity and passion to any aircraft’s visual identity. Far from the usual logo and marketing inputs on white aircraft with a few black lines, Happy Design Studio is inspired by the aircraft’s lines and the owner’s personal identity to create a visual breakthrough within the very conservative aeronautical aesthetic environment. For additional information about Happy Design Studio, please visit www.happydesign.net. About Wheels Up Wheels Up is a revolutionary membership-based private aviation company that lowers the cost of entry to private aviation and provides unparalleled flexibility created and led by Kenny Dichter, the Founder of Marquis Jet and innovator of the first 25-hour fractional jet card. Wheels Up has developed proprietary cutting-edge applications and offers unrivaled personalized service, providing members with a unique high-tech and high-touch experience. With a modest initiation fee and reasonable annual dues, Wheels Up is designed to appeal to individuals and corporations currently flying privately. With an 8,760-hour culture (referencing the number of hours in a year), Wheels Up membership includes Wheels Down, a corresponding lifestyle concierge service engaging members through exclusive offerings such as special programs around major sporting events, intimate concerts, culinary experiences and opportunities to meet luminaries from the worlds of entertainment, politics and business. Wheels Up will act as agent for the Wheels Up members, and is not the operator of the program aircraft; FAA licensed and DOT registered air carriers participating in the program will exercise full operational control of the program aircraft. Any aircraft owned by Wheels Up will be dry leased to the operating air carrier to facilitate operations by that carrier. For additional information, please visit www.wheelsup.com.