From the logo to the heart and soul of British Airways, a virtual path through a kind of cross stitch pattern. Agency.com 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.

This reminds me of the Uniqlo website.

Check it out.

Posted by: Puno at October 11, 2007 09:41 PM

It reminds me even more the 10 ways project from Getty Images (http://interact10ways.com/usa/sumona.asp)

Posted by: Vincent at October 12, 2007 02:51 PM

zzzzzzZZZZZZZZ!!!

Posted by: andrew b at October 13, 2007 10:44 AM

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 Agency.com is full of hack's. The subway debacle, and now a blatantly unoriginal and borderline IP infringing website?

Posted by: Evan at October 13, 2007 06:07 PM

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

Posted by: Todd at December 15, 2007 01:08 PM