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Upgrade to British Airways

October 11, 2007 at 8:18 by Martina Comments

From the logo to the heart and soul of British Airways, a virtual path through a kind of cross stitch pattern. has created a click and zoom experience to let flyers visually discover the quality of BA services on board.


The idea of a navigation from image to image is quite interesting as it results quite engaging. Click after click you get more curious and you keep clicking to discover what’s next.


The tone of voice of the site is of course very corporate, very British (Airways), but the simple click & zoom mechanism works well to keep users on the site for quite a few minutes despite the quite boring/informative content.

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5 Responses to Upgrade to British Airways

  1. Puno says:

    This reminds me of the Uniqlo website.

    Check it out.

  2. Vincent says:

    It reminds me even more the 10 ways project from Getty Images (

  3. andrew b says:


  4. Evan says:

    Yep, both Uniqlo and Getty have done this image-effect before and made it their own.
    The site is a total rip-off and it shows is full of hack’s. The subway debacle, and now a blatantly unoriginal and borderline IP infringing website?

  5. Todd says:

    The interactive content certainly is pants but the ‘Upgrade’ TV commercial is great stuff! Well done BA on this one.

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