CHRONOLOGICAL PRESS BOOK
L’engouement de la presse internationale pour la livrée Rafale réalisée par Happy Design Studio est tel, particulièrement en cette période où l’actualité abonde sur le sujet, que de nombreuses agences de presse communiquent en utilisant son image. Ainsi, nous avons décidé de créer une page spéciale dans laquelle nous présentons le traitement de l’information Dassault Rafale par de multiples rédactions et agences de presse. 143 articles.
ARTICLE N° 115
HAPPY DESIGN !!! New Exterior Livery Design to be unveiled at the Dubai Air Show !
HAPPY DESIGN STUDIO to design new livery for MAXIMUS AIR CARGO. Following the stunning presentation of the French Rafale 30 000 Hours Design at the last Paris Air Show and its international echo, Happy Design Studio will unveil the new Design specially created for Maximus Air Cargo’s fleet. French designer Didier Wolff, founding owner of Happy Design Studio, is leaving his first footprints in the United Arab Emirates by designing the new livery for Abu Dhabi- based Maximus Air Cargo as part of the cargo airliner’s new branding strategy. Maximus Air Cargo today operates a fleet comprised of Airbus A300-600, Antonov 124, Ilyushin 76, etc. and has set its ambitions to soon become one of the world’s foremost cargo airliners.
According to Didier Wolff, Maximus Air Cargo’s new livery is inspired by the Space Shuttles, particularly the signature black ceramic tiles along the fuselage of the Space Shuttle Endeavour, Columbia and Challenger. The designer states that “The front black shape is the starting point for my creative inspiration…it evokes a sense of both strength and conquest while simultaneously providing a certain elegance….”
This new livery has been specifically designed in order to allow for adaptation to very different aircraft types. It came to fruition as a result of a rapid meeting of the minds between the designer and his client. The new livery personifies, according to its creator, “the audacity of Maximus Air Cargo President’s vision is immediately communicated via this new visual identity….”
Maximus Air Cargo has been establishing itself as a highly successful operator and the largest all-cargo airline in the UAE, has set itself out from the crowd in recent years. Now the company has further ambitions to become one of the world’s foremost air cargo companies and has embarked on a new marketing strategy to achieve this goal, which includes an alliance with HDS.
As one of the aviation industry’s most creative designer of aircraft liveries Didier Wolff has been working closely with the Abu Dhabi based airline to help shape the Maximus Air Cargo brand for the future.
Fathi Buhazza, President & CEO of Maximus Air Cargo, said: «We have always done business with ambition and innovation, and now we are looking to add even more panache to our business as we aim for an even-bigger share of the global cargo market.
One of Happy Design Studios’ most recent liveries was seen on the Dassault Rafale, which was the star of the flying displays at the Paris Air Show and the Moscow’s Air Show.
Speaking about the alliance Didier Wolff, owner and designer at Happy Design Studio (HDS) said: «As an acknowledged leader in the field aircraft livery
design, we are very excited at the prospect of playing a visual role in re-positioning Maximus to a new level on the global
air cargo stage.»
This partnership with Maximus Air Cargo represents another feather in the designer’s cap. Having just started targeting the aviation industry during the 2009 Dubai Airshow, designer Didier Wolff and his team have successfully piloted Happy Design Studio to imprint his creative designs on the business aviation and military sectors and are now on their way to conquering commercial aviation as well.
ARTICLE N° 110
Maximus Air Cargo rebrands and gets new livery
Nope not a A300 spaceplane – but Maximus Air’s new livery.
UAE- based cargo airline Maximus Air Cargo has rebranded as Maximus Air, and has also commissioned a new livery from Happy Design Studio, which is quickly notching up a reputation as the go-to aircraft scheme experts. The Maximus scheme, seen above on a poster, was inspired by the Space Shuttle and its iconic thermal tiles.
ARTICLE N° 105
French Design Studio lands Middle East Clients
French Design Studio lands Middle East Clients
Saturday, November 12 2011
Abu Dhabi, Maximus Air will be unveiled to the public at the Dubai Air Show, as the company’s President and Chief Executive announced a new name and brand identity for the all-cargo airline, alongside details of an exciting growth strategy.
In its first six years of operation, Maximus Air Cargo has established itself as a the region’s foremost regional air cargo carrier and cargo aircraft ACMI lease operator, employing close to 250 staff. Now, as Maximus Air, says Fathi Hilal Buhazza, President and CEO, the time is right for the next big step forward.
“Having grown from a local operator to a regional operator with some international trade, we are now ready to turn that business model on its head, “he said. “We have a lofty ambition, and that is to become one of the top three players in the global air cargo market.
“To achieve this we need to forge long term partnerships rather than being just a cargo operator, and therefore a larger fleet, and a more diverse range of services have to be introduced,” he adds. “This is one of the reasons we engaged the services of one of the aviation industry’s most creative designers of aircraft liveries, Happy Design Studio (HDS) in France to help shape the company’s brand within the context of this new strategy.
Buhazza adds that Maximus Air is looking to add seven new aircraft to the fleet by 2015, bringing the number to 15.
“The Airbus A300-600RP2F forms the core of the current fleet, but we are looking at all types, including Boeing 747-400s to give us greater range, increased flexibility and operational efficiency,” he said.”We are also looking to diversify through mergers, acquisition and/or strategic partnerships in a number of different areas ranging from consultancy to brokerage and from storage to delivery with the aim of giving us better control of all aspects of the logistics chain rather than having to rely on third parties.
Buhazza adds that the company is also looking to change its business mix by increasing its geographic footprint.
“At present 50 per cent of our business comes from within the UAE and 50 per cent from outside the country,” he said. “We want the mix to be 80/20 in favour of international markets and so we are looking to the fast growing regions of the Mahgreb, Africa, Asia and South America.”
As an Abu Dhabi based company, Maximus is ideally located to serve the former of these fast growing markets and the airline’s expansion plans dovetail with the Abu Dhabi 2030 economic vision, whereby the government is looking to create a suitable business environment to enable the aviation sector – and therefore Maximus Air to flourish.
“We are looking west to the Mahgreb, which will open up North West Africa and provide the springboard into South America, while from the Far East, our Abu Dhabi hub provides a route through to Morocco to complete the link,” Buhazza said.
Market forecasts predict that worldwide air cargo is expected to triple over the next 20 years with the strongest growth from Asia and within Asia, while all-freighter operators will increase to represent 66 per cent of all air cargo by 2029.
Buhazza says that while the market forecasts are bullish, the uncertainty around the global economic recovery and within that context the cost of fuel is still paramount. “Therefore it is our view that a lot of air cargo carriers will use ACMI, one of Maximus Air’s USPs,” he said. “Flying for client airlines around the world on medium and long-term contracts, using our own crew and AOC, we can assure clients of: high dispatch reliability, advanced aircraft, experienced crews, comprehensive maintenance and spare parts support and a focus on reducing operating costs.
“We have gained significant experience in operating scheduled cargo services on behalf of a diverse range of airlines, including a long term relationship with Etihad which was recently extended. A new deal with another global company, to be announced at the Dubai Air Show, will reinforce our capability in this arena.”
Buhazza said that there had been very few developments in the cargo business over the last few decades and Maximus Air aims to leverage its existing business to grow to nearly double the existing size by 2015.
“We have come a long way, very quickly, very successfully and I am pleased to say, very profitably in our six years of operation,” he concludes. “We have made a profit each and every year and in the last 30 months alone, our turnover has grown by 250 per cent. So in this new growth strategy we are setting ourselves some very challenging goals, which I am confident we can achieve and in the not too distant future, Maximus Air will be amongst the top brands in this industry.”
ARTICLE N° 104
DUBAI: Designer details new Maximus Air Cargo livery
06:32 15 Nov 2011
French designer Didier Wolff, founding owner of Happy Design Studio, is leaving his first footprints in the United Arab Emirates by designing the new livery for Abu Dhabi-based Maximus Air Cargo as part of the cargo airline’s branding strategy.
Wolff said Maximus Air Cargo’s new livery is inspired by the Space Shuttle, particularly the signature black ceramic tiles along the fuselage. “The front black shape is the starting point for my creative inspiration it evokes a sense of both strength and conquest while simultaneously providing a certain elegance,” said the designer.
“The audacity of the Maximus Air Cargo president’s vision is immediately communicated via this new visual identity.”
ARTICLE N° 98
IL DASSAULT RAFALE SPECIAL COLOUR 30000 ORE DI VOLO DELL’ARMEE DE L’AIR
His death, which occurred on 31 July 1944 off Corsica in the Tyrrhenian Sea, was shrouded in mystery for many years until the discovery in 2008 of the wreckage of his plane, a Lockheed P-38 Lightning reconnaissance fighter, shot down by a Messerschmitt. BF- German 109 fighter.
Saint Dizier air base (Base Aerienne) 113, named after the French writer, is currently the military airport of the Armée de l'Air with more examples of the Dassault fighter currently in service.
The following departments are based at this airport:
– Fighter Squadron 01.091 Gascony (Rafale-ASMPA)
– Fighter Squadron 01.007 Provence (Rafale)
– Transformation Squadron Rafale 02.092 Aquitaine (Rafale)
– Ground Air Defense Squadron 05.950 “Barrois” (Crotale NG, Mistral, 20mm cannoni)
Just this year the local airshow had the "Little Prince" as its distinctive symbol.
For this occasion - and also to celebrate the achievement of the 30,000 flight hours of the Dassault Rafale aircraft - two airplanes were painted in special color livery. The aircraft were presented to the public and subsequently participated in major international air shows such as the RIAT in Fairford, the MAKS in Russia, and the Paris Le Bourget Air Show.
Display pilot 2011 is captain Mickael Brocard of the Escadron de chasse 1/7 Provence.
The task of designing and creating the special color livery went to the Happy Design Studio in Strasbourg, not new to the creation of special liveries for airplanes and helicopters, both military and civil.
We also remember - among others - the creation of the Mirage 2000 special color of the EC.1 / 12 Cambresis for the celebrations of the 50th Anniversary of the NATO Tiger Meet Association. The Dassautl Rafale aircraft is a multipurpose fighter that can carry out attack, reconnaissance, interception and deterrence missions with nuclear weapons, which entered service in 2006 in the French Air Force will replace most of the fighters currently in service. Together with the Mirage 2000D, the Rafale has been employed in Afghanistan since 2007 and as of March 19, 2011 it went into action on Libya as part of the Harmattan operation.
We recommend watching the very special and interesting video on the creation of the Rafale 30,000 hours Special Colors in full screen.
ARTICLE N° 92
Custom color Dassault Rafale
August 26, 2011
France's Air Force keeps their Solo Display Rafale in a special livery, designed by Strasbourg-based Happy Design Studio.
Two machines are kept in this coat of paint and have been impressing hundreds of thousands of spectators at air shows since June with their impressive flight program. In addition to the Little Prince on the fin, the Rafale also bears the inscription 30,000, which stands for the flight hours flown by the almost 100 Rafale fighter jets. The two demonstration machines are regularly stationed at the Saint Dizier base, where the pilot and writer Saint Exupery, who wrote the fairy tale The Little Prince, was also stationed. This year, the Rafale fighter jet made major appearances at the Paris Air Show, at the MAKS in Moscow and at the International Air Tattoo in Fairford.
ARTICLE N° 71
(AP) — In the war in Libya, the French Rafale fighter jet has nearly done it all: no-fly zone enforcement, air-to-ground strikes, reconnaissance, overflight missions. One thing the plane has never done is sell overseas. The Rafale and a European market rival, the Typhoon, have been among standout performers in the NATO air campaign against Moammar Gadhafi’s forces — offering an unexpected…
ARTICLE N° 69
The general public can admire this weekend at the Paris Air Show the flight demonstrations of the Rafale and the Eurofighter. In the background, a very tough commercial battle.
Always popular with professionals, the flight demonstrations of combat aircraft are even more popular with the general public to whom the Paris Air Show opened its doors on Friday for three days. These "lords" of the air, concentrated in very high technology, will deliver breathtaking presentations in deafening noise.
This year, it is the European fighters – the Dassault Aviation Rafale and the Eurofighter from the EADS-BAE Systems-Finmeccanica trio – which occupy the field. The Americans were discreet by bringing the F-15 and the F-16 but not the Boeing F-18 Superhornet or the Lockheed F-22 Raptor. The Russians are conspicuous by their absence while the new Sino-Pakistani JF-17 withdrew a few days before the opening of the show.
In civil aeronautics, the commercial battle was animated by a festival of orders. In the military, it's different because trade shows are not the preferred place to sign contracts. Both the negotiations are long and complex. On the other hand, foreign delegations, including export prospects, flocked to Le Bourget.
For France, the stakes are high. The Rafale irrigates the industrial fabric, particularly in Ile-de-France and Aquitaine. The French hunter employs 500 industrial partners and represents more than 8,000 jobs. Nicolas Sarkozy, last Monday, and François Fillon, Thursday, lingered on the stand of the Air Force.
“We are making every effort to help Dassault Aviation market this aircraft, it is obviously difficult because it is a very high level of technology aircraft,” said the Prime Minister. The competition is “extremely tough with the United States” too, “we are not hiding any of these difficulties (…) but we have good hopes of succeeding in exporting the Rafale in the coming weeks or months”. A hope fueled by ongoing negotiations, particularly with the United Arab Emirates. This, at a time when the Rafale is demonstrating the extent of its capabilities and versatility – air support, reconnaissance, deep strikes, ground-to-air missions… – since the start of operations in Libya where it is on the front line. Charles Edelstenne, CEO of Dassault Aviation, remained cautious. “I never give news until it is firm and sure. (…) For the moment we are in the hold and we are rowing”, he declared.
ARTICLE N° 68
At the end of April, India retained the Rafale and the Typhoon from the European consortium Eurofighter for a contract for 126 combat aircraft worth a total of 11 billion dollars (7.7 billion euros).
In Brazil, to which France hopes to sell 36 Rafales, Dilma Rousseff's arrival as president of the country in early 2011 probably postponed the decision until next year, while negotiations are also underway with the United Arab Emirates.
“We are making every effort to help Dassault Aviation market this plane, it is obviously difficult because it is a plane with a very high level of technology”, said François Fillon during a press briefing at the air show in Paris. Bourget after having visited it.
The financial and technological investment necessary for the implementation of the Rafale weapons system "is reserved for a few countries that have the means", he observed, also citing the "extremely tough" competition with the United States. United.
“We are not concealing any of these difficulties, but the discussions we have initiated with several countries are still ongoing and we have good hopes of being able to successfully export the Rafale to one of these countries in the coming weeks or months,” said Francois Fillon.
The CEO of Dassault Aviation declined to comment on the progress of the negotiations.
ARTICLE N° 67
The Rafale on display at the Paris Air Show
Credits: Sirpa Air
DIFFICULT NEGOTIATION OF THE RAFALE IN THE EMIRATES
After conducting exclusive negotiations with Dassault Aviation for the purchase of Rafale multirole fighters, the Emirati Air Force has reportedly begun to study other options for its future combat aircraft.
Initiated four years ago, negotiations with the French group have still not been successful, opening the door of competition to the American Lockheed Martin, indicates a source from Abu Dhabi. The Emirati source underlines that Abu Dhabi has complained on several occasions about the lack of flexibility of the French industrialist in the negotiations on the Rafale, while the multiple interventions of President Sarkozy have failed to iron out the difficulties.
In addition to the question of the price of the planes, the difficulties relate mainly to four requests from the Emiratis: the supply of a more powerful engine than that which currently equips the Rafale, the resumption of their Mirage 2000-9 (62 in number) and the possibility of using the armaments of the 2000-9 on Rafale.
During his last visit to Abu Dhabi, French Defense Minister Gérard Longuet reportedly presented a new offer, at an overall price of nine billion euros. This is the third offer, the first having been calculated at thirteen billion and the second at ten billion.
The Elysée would have asked the member companies of the Rafale Team to work together so that each takes its share of the additional reduction of one billion euros. For its part, Abu Dhabi is still sticking to a budget of seven billion.
Taking advantage of the disagreement between the French and the Emiratis, the American administration pushed the Lockheed Martin option, which managed to open negotiations with the UAE to assess their needs. The American group, for its part, offers the fifth-generation F-35 JSF combat aircraft.
Knowing that it will only be able to deliver this aircraft in 2020 (at the earliest), given the delay in the program, Washington would have offered Abu Dhabi to provide additional F-16 Block 60s in the meantime. The Emirati Air Force currently has 80 such aircraft. The Americans even offered to deliver second-hand Usaf F-16s, bringing them to the Block 60 standard, to make up for the capacity gap, while waiting to deliver all the F-35s. Washington will then have to take back all the F-16s as new planes are delivered.
While French negotiators felt that opening talks with Lockheed Martin was just a way to put pressure on them, the progress of these talks signals that they may well succeed. Especially since the modernization of the weapons systems of the Mirage 2000-9 has just been launched by the Emiratis, which removes the prospects of a takeover by France required in the event of the purchase of the Rafale.
If the mission of the Rafale Team seems to be getting complicated, it is nevertheless doubtful that Lockheed's F-35 offer will ultimately respect the envelope of 7 billion dollars available to the Emiratis.
ARTICLE N° 64
A literary livery created by Happy Design Studio adorned the Dassault Rafale as it roared over Le Bourget yesterday. The French fighter’s paint scheme shows the character “le petit Prince”, drawn from the work of French author and aviator Antoine de Saint Exupery – who served in the French army base at Saint Dizier, where a Rafale fleet is now stationed. Happy was invited to create the livery to celebrate 30,000h of flying, cumulatively, by the type, yielding this happy outcome.
ARTICLE N° 50
BUSINESS AVIATION NETWORK
DAHER-SOCATA’s centennial TBM 850 makes its U.S. debut at the SUN ’n FUN fly-in
Lakeland, Florida, March 29, 2011 – DAHER-SOCATA is initiating its U.S. activities to celebrate the company’s 100 years of aviation excellence with this week’s SUN ’n FUN fly-in appearance of the Model Year 2011 TBM 850, which is configured in a unique centennial paint scheme.
The special edition Model Year 2011 TBM 850 very fast turboprop aircraft carries a distinctive “waves of time” livery, designed by Didier Wolff of Happy Design Studios.
This TBM 850, which is serial number 571, symbolically represents the 100 years of continuous aircraft production that traces its roots to DAHER-SOCATA’s predecessor company, Aeroplanes Morane-Saulnier – created in 1911. In addition to its custom red and white paint scheme, the centennial TBM 850 has been registered with the N1911Y tail number.
For its 100-year celebrations, DAHER-SOCATA is providing the TBM 850 with an Exclusive Maintenance Program for five years (including five free annual inspections) or 1,000 flight hours with free scheduled maintenance costs. In addition, warranties are extended to five years for avionics, five years for systems and seven years for the airframe.
The TBM 850 is the world’s fastest single-engine turboprop, with a maximum cruise speed of 320 KTAS at 26,000 ft. (in ISA conditions). As an 850-shp. version of DAHER-SOCATA’s proven six-seat TBM 700 turboprop business aircraft, the TBM 850 combines cruise speeds and travel times typical of light jets with the economical direct operating costs of a turboprop, along with excellent range and payload capacity. Since its 2005 launch, the TBM 850 has become an international success – with more 220 aircraft delivered as of January 1, 2011. The combined TBM 700 and TBM 850 fleet now stands at 545 units worldwide.
ARTICLE N° 49
Le DAHER-SOCATA TBM 850 “Centenaire”/ Sun’n Fun
Lakeland, Floride, 29 mars, 2011 – DAHER-SOCATA donne le coup d’envoi aux Etats-Unis des célébrations de ses 100 ans de construction d’avions avec la présentation au salon Sun ’n Fun de son TBM 850 modèle 2011, qui arbore une décoration originale pour marquer le centenaire.
La version 2011 du monoturbopropulseur à grande vitesse TBM 850 arbore une livrée originale « sur les vagues du temps » conçue spécialement par le designer Didier Wolff de Happy Design Studios.
Ce TBM 850, qui porte le numéro de série 571, marque 100 ans de production continue d’avions, ayant ses racines dans la création de la société des Aéroplanes Morane-Saulnier en 1911. Autre clin d’oeil à l’histoire, ce TBM 850 est immatriculé N1911Y.
A l’occasion de cette célébration, DAHER-SOCATA offre aux acquéreurs d’un TBM 850 en 2011, un programme exclusif de maintenance. Ce programme permet de réduire considérablement les coûts de maintenance, couvrant les frais de maintenance programmée jusqu’à la 5ème inspection annuelle ou à concurrence de 1 000 heures de vol pour l’acquéreur initial. Et les garanties pour l’avionique et les systèmes sont portées à 5 ans et à 7 ans pour la cellule de l’avion.
« Sun’n Fun marque traditionnellement le début de la saison aéronautique aux Etats-Unis, c’est donc pour nous l’occasion de débuter les célébrations de notre centième anniversaire, » a déclaré Nicolas Chabbert, directeur de la division Avions de DAHER-SOCATA. « Cette semaine sur l’aéroport de Lakeland va nous permettre de présenter le TBM 850 modèle 2011 à l’ensemble de la communa uté de l’aviation générale. »
Le TBM 850 est le monoturbopropulseur le plus rapide du monde avec une vitesse de croisière maximale de 320 KTAS (593 km/h) à 26,000 ft. (7940 m).
Version à moteur de 850 ch de l’avion d’affaires à turbopropulseur TBM 700, reconnu pour sa fiabilité, le TBM 850 conjugue la vitesse de croisière et les temps de vol typiques des jets légers avec les coûts d’exploitation, la faible signature environnementale, la distance franchissable et l’excellente charge marchande des avions à turbopropulseur.
Depuis son lancement en 2005, le TBM 850 est devenu un succès international avec plus de 222 avions livrés au 1er Janvier 2011. La flotte combinée de TBM 700 et TBM 850 atteint désormais les 545 unités. En 2010, l’activité de l’ensemble de la flotte TBM a dépassé les 800 000 heures de vol.
ARTICLE N° 45
BRAND POWER Four Design and brand experts explain how to get logo and livery design right, and speculate on how technology will enable different ways of branding in the future.
Four Design and brand experts explain how to get logo and livery design right, and speculate on how technology will enable
different ways of branding in the future.
ARTICLE N° 43
Happy Design Studio livery chosen for TBM850′s anniversary
Happy Design Studio has been chosen by Daher-Socata to deliver a livery for the TBM 850 single-engine turboprop to celebrate the model’s 100th anniversary. Happy Design Studio’s design was chosen from 41 projects by eight designers. The design is available with a large choice of colour options and is the new paint scheme for production line TBM850s for 2011.
“It has been a gripping challenge to adapt the concept of the livery to the industrial production constraints and the final result is amazing on the TBM850,” said Didier Wolff, owner and designer at Happy Design Studio.