In a world first, Virgin Atlantic has launched a commercial art gallery at 35,000ft, offering Upper Class passengers flying between London and New York the opportunity to view, and purchase, a series of one-of-a-kind paintings by renowned British artist, Ben Eine, all from the comfort of their seat.
The Gallery in the Air, which takes place between 1 to 28 February 2013, is the latest cutting-edge initiative from Virgin Atlantic to further enhance passengers' inflight shopping and entertainment experience, taking the display and sale of fine art into uncharted territory.
Long-haul travellers wishing to experience the Gallery in the Air's first exhibition - which will feature a collection of ten bespoke works of art priced between £2,500 and £15,000 in Ben Eine's trademark typography style - are able to book their seats now on the Virgin Atlantic website. Each piece is inspired by the adventurous and innovative spirit of Virgin Atlantic, its entrepreneurial owner Richard Branson, and the iconic transatlantic cities of London and New York.
Upper Class passengers will be able to enjoy the art gallery experience at every step of their journey. The eye-catching canvases will be on display across the London Heathrow, JFK and Newark Clubhouses and, as passengers take their seats, they can take a virtual tour of the Gallery in the Air, look behind-the-scenes at the making of the Virgin Atlantic artworks by Eine in his studio and buy the unique pieces of art for themselves in exactly the same way as they would a duty-free shopping purchase.