FORMIA masters art of partnership with JAL and Heralbony
This is a special feature from PAX International's November 2024 FTE APEX Asia Singapore issue.
Roland Grohmann, CEO & Managing Partner, FORMIA
Lasting partnerships have the power to create exceptional experiences that leave a lasting impression. This fall, FORMIA introduced a First Class amenity kit for Japan Airlines (JAL) together with welfare experimental company, Heralbony.
JAL’s collaboration with Heralbony began with last year’s introduction of the partnership for the airline’s Business Class kits and has since expanded to initiatives across the passenger journey, including coffee cups in the First Class lounge and printed sleeves for inflight meal boxes.
“JAL is proud of our continued meaningful partnership with Heralbony and FORMIA and we are delighted to introduce these unique new kits for our First Class guests. With this extended collaboration, we aim to showcase the talents and stories of further diverse artists to the world,” said Masaharu Iwamoto, Vice President, Product & Services Development Department, Customer Experience Division at Japan Airlines.
The kits include skincare, an eye cover, a charging cord, a moisturizing mask, ear plugs, bamboo toothbrush and more
History of Heralbony
Heralbony supports the empowerment of artists with intellectual disabilities to thrive through creating beautiful and meaningful art.
Twin brothers Takaya and Fumito Matsuda founded Heralbony together in 2018. The word “Heralbony” is a nod to their elder brother Shota, who was born with ASD, a type of congenital anomaly. Shota wrote the word down when he was seven, but it did not exist before. The name honours their brother’s artistic talent while at the same time empowering the genius of each local artist the company works with.
A truly meaningful extended collaboration between JAL and Heralbony, the partnership aspires to overcome perceptions and prejudgements of disabilities and to introduce a new culture to the world through remarkable art.
The First Class amenity kits for Japan Airlines feature artwork by artists that Heralbony works with, Yukihito Okabe and Yu Takada
JAL’s First Class kits highlight the talents of two artists: Yukihito Okabe, whose unique artwork features vibrant colours and strong touches from molded crayon shavings, and Yu Takada, a taiko drummer and dancer whose rich sensitivity and imagination is expressed across his artworks.
The kits contain Payot skincare products, an eye cover, a charging cord, a moisturizing mask, ear plugs, bamboo toothbrush and more.
“We are honoured to continue our collaboration with Japan Airlines and Heralbony for these beautifully expressive First Class kits. Each kit is a remarkable piece of artwork which tells an inspiring story, and we hope JAL’s passengers will be delighted and will treasure these long after the journey,” said FORMIA’s CEO & Managing Partner Roland Grohmann.
The First Class kits mark the continuing collaboration between JAL and Heralbony, facilitated by FORMIA
