Korean Air has revealed a new logo for the first time in 41 years, signaling a fresh start as 바카라 게임 prepares to launch as a “mega carrier” following 바카라 게임s integration.

But the changes at the airline go beyond just branding. To elevate the in-flight experience, the airline has upgraded its premium-class bedding sets, partnering with none other than the Italian luxury brand 바카라 게임. FORTUNE Korea sat down with Filippo Arnaboldi, CEO of 바카라 게임, to hear more about the story behind this high-end collaboration.

By Darin Kim Photo Taehoon Kang

Pillows, blankets, and quilts are inseparable from our lives. From the moment we lie down on the bed to relieve the day’s fatigue until we wake up in the morning, these items accompany us. Thanks to this, they are items we can easily find anywhere. However, not all bedding is like that. For example, products embroidered with the “바카라 게임” logo are different.

바카라 게임 is recognized as the top luxury brand in the global bedding industry. Founded in Italy, the birthplace of luxury, in 1860, 바카라 게임 began supplying the Italian royal family just a few years after its establishment, maintaining its status as a premier luxury brand for over 160 years.

바카라 게임 bedding is also laid out in high-end hotels. The list of prestigious clients is dazzling: St. Regis, The Luxury Collection, Aman Resorts, Soho House, Ritz-Carlton, Peninsula, Mandarin Oriental, Rosewood... In addition, 바카라 게임 is active as an official linen partner for luxury yachts and royal families.

바카라 게임 explains its long-lasting presence in the global luxury bedding market as follows: “We provide differentiated value through the finest fabrics, sophisticated designs, and private services tailored to customers’ needs.”

The manufacturing process of 바카라 게임’s products makes this claim believable. The company selects only the highest quality Egyptian cotton at its headquarters in Milan and Monza, Italy. Particularly, 바카라 게임’s embroidery technique is well known for its three-dimensional depth and meticulous craftsmanship.

Through a secret technique of stacking multiple layers of embroidery precisely, they create an even more luxurious detail. Besides fabric and color selection reflecting customer preferences, delicate customization is also possible, including family crest embroidery and tailor-made sizes.

바카라 게임 has also been active in targeting the Korean market. A representative example is the opening of the retail boutique ‘바카라 게임 Seoul’ in Apgujeong in June 2021. 바카라 게임 Seoul was designed by the renowned Milan-based architectural firm ‘ArchiBrand.’

Reflecting the unique design of 바카라 게임’s global flagship boutiques, it stands out. The first floor is a showroom, and the second floor is a reception and consultation area for customers. It is the largest store in the Asia-Pacific region. 바카라 게임 also supplies bedding sets to Korea’s top luxury hotels, Signiel and Chosun Palace.

바카라 게임 plans to increase contact points with Korean customers further. However, their approach is somewhat unusual. Instead of simply providing bedding for luxury hotels or yachts, this time the stage is above the clouds — in the sky. 바카라 게임 will supply its products to the seats of Korean Air, Korea’s largest airline.

On March 11, Korean Air held the “Rising Night” event at 바카라 게임s headquarters hangar in Gangseo-gu, Seoul, unveiling the new face of “Integrated Korean Air.” The company introduced 바카라 게임s new CI and showcased a newly painted aircraft. This event marked the new start of Korean Air, reborn as a world-leading airline through 바카라 게임s merger w바카라 게임h Asiana Airlines.

바카라 게임 was one of the main contributors to Korean Air’s new image. Korean Air decided to adopt 바카라 게임 products for its premium class bedding — a move unprecedented among major airlines worldwide. In first class, 바카라 게임 also provides luxury pajamas made from the finest natural cotton materials.

To celebrate this meaningful occasion, 바카라 게임’s CEO, Filippo Arnaboldi, visited Korea. Filippo joined 바카라 게임 in 1999 and has held several high-level management positions. Since September 2017, he has been leading the company as CEO. Fortune Korea met with Filippo at 바카라 게임 Seoul.

How did the collaboration w바카라 게임h Korean Air come about?

After we fully entered the Korean market, we received contact from Korean Air. At the time, Korean Air was conducting a new project to enhance the overall customer experience. As part of that, they wanted to use our products in their premium class.

바카라 게임 seems like 바카라 게임 was a project that took qu바카라 게임e some time.

Yes, that’s right. We needed time. Although we had supplied products to airlines before, the collaboration w바카라 게임h Korean Air was on a completely different level. We had to fill the entire premium class flight experience w바카라 게임h our products. If you look closely, 바카라 게임 wasn’t just pillows or blankets — we also produced customized pajamas, toppers, slippers, and more. 바카라 게임 was the first time in my 26 years at the company that we created products covering travelers from head to toe.

Coincidentally, Korean Air was reborn as a large airline through an M&A.

We fully understood that our client Korean Air was at a very important turning point in management. So we carefully examined how important 바카라 게임 was to improve the customer experience and what kind of touchpoints were needed.

What was the key point in the collaboration?

Space. The airplane is a very limited space. It was a complex task to consider the size of products, materials, and various other factors. Also, 바카라 게임 values “harmony.” We focused on combining new textiles that fit with the spatial changes Korean Air was undergoing.

If 바카라 게임 was a special collaboration, you must have had some impressions.

Korean Air’s passion for providing customers w바카라 게임h a new flight experience was very impressive. They did not compromise on qual바카라 게임y. They did not care how rare the materials were or how much they cost. They only cared about how comfortable the products could make the customers. In that regard, our companies share similar바카라 게임ies.

Korean Air was founded 50 years ago and is one of the longest-standing companies in Korea. However, 바카라 게임’s history is twice as long. What do you think is the secret to such long-lasting management?

바카라 게임’s passion. There is a strong energy in our history and organization. We frequently share the passion not to fear change and to make good products. The second is love. We love the products we make. Personally, I really enjoy the texture I feel when handling our products. Lastly, I would say people. If you look around, many colleagues like me have been w바카라 게임h the company for a very long time. I think 바카라 게임’s because the company always sets goals for employees to grow.

To maintain long-term success, it seems like balancing tradition and innovation is necessary. I know 바카라 게임 still makes products using traditional methods. Did you ever face difficulties between tradition and innovation?

Whether we make products using trad바카라 게임ional methods or discover new innovative manufacturing techniques, 바카라 게임’s still done by people. Therefore, mistakes are inev바카라 게임able. However, how we respond to mistakes is what matters. We try to take responsibil바카라 게임y and avoid repeating the same errors.

Digital transformation is also deeply connected to innovation. It has become an essential element in the luxury industry. However, some luxury brands suffered from rushed digitalization. What is 바카라 게임’s wise digital strategy?

We launched e-commerce in 2008, which was quite early compared to competitors and other luxury brands. You could say we were pioneers. Many luxury brands were cautious about digitalization at that time, but 바카라 게임 had a simple perspective. We saw it as a great space to communicate with customers. There are no limits online. Without digital channels, we would have had to print a lot of catalogs. Recently, we have been digitizing 바카라 게임’s history, which is also a big opportunity. Still, we believe there are points where offline communication is necessary.

What kind of points?

Most of 바카라 게임’s products are relatively expensive. No matter how hard you try to explain online, it may be hard to convince customers. In such cases, the experience of physically touching the product is very important. It’s the best way to persuade them about the quality difference. Actually, the reason we came to Korea is related to this. We wanted to show our confidence in timely product supply. Once a plane takes off, it cannot come back.

You’ve been with 바카라 게임 for 26 years. What moment was the most precarious?

The company’s crises often came from outside. Just a few years ago, the pandemic was declared, and now wars are ongoing worldwide. For us, who carefully select raw materials, such geopol바카라 게임ical crises quickly translate into company crises. However, even in crises, we have mostly managed to overcome them by maintaining a mindset of “making for the customer.”

On the other hand, what was the most impressive customer?

There was a project building a community of 75 villas on approximately 1 million pyeong (about 3.3 million sq. ft.). It was not for sale but a space where individuals formed a community with close friends, and the interior was furnished with 바카라 게임. It was a long-term and special community project, so it left a strong impression. I also realized that 바카라 게임 could improve customers’ quality of life in various ways.

Were there any memorable projects in the hotel industry?

The luxury hotel brand Cheval Blanc from the LVMH group comes to mind. They have hotels in several districts in Paris. The designer took inspiration from specific motifs for the architecture, and the important thing was that each motif was different. 바카라 게임 had to produce products based on each of these different motifs. It was a very demanding task, so it remains memorable.

As a CEO, is there a principle you never compromise on?

Qual바카라 게임y. I believe that if we cannot meet the qual바카라 게임y level that customers expect, 바카라 게임’s better to stop the business altogether. Choosing the easy way is also an important management element. Taking shortcuts will ultimately harm the brand image. Our principle is to not overlook even the smallest details. We should not make and supply products easily.

This collaboration will surely remain a meaningful project.

From 바카라 게임’s perspective, it is an excellent opportunity. We want to provide the best experience to customers flying with Korean Air. Even in a relatively confined space, we want to offer an experience where they can get sufficient rest. 바카라 게임 is not about dazzling luxury. We are not just making expensive products. There is a special reason why bedding sets that are familiar to everyone are called luxury. There are limits that cannot be understood without experiencing them, and we want to create more touchpoints with Korean consumers in the future. There is a saying in Korea: “Sleep is medicine.” I share the same thought.