Curating luxury, honoring culture: FORMIA’s formula for Asia’s premium travel market
This is a special feature from the June/July 2025 Amenities & Comfort digital issue of PAX International, on page 16.
The Graff First Class female pouch for Korean Air
In Asia’s premium travel sector, passenger expectations continue to evolve toward meaningful, design-led experiences that offer both emotional connection and exclusive appeal. For FORMIA, this aligns with its longstanding approach to creating culturally resonant inflight products that extend well beyond functionality.
“As a market leader, we partner with global insight providers, leveraging specialized knowledge, trends and data to better understand consumer behavior both on a regional and international level, adapting strategies and fostering innovation,” Roland Grohmann, CEO and Managing Partner at FORMIA, tells PAX International.
Intentional and exclusive kits
That consumer-centric focus is especially important in Asia, where passengers are highly attuned to luxury cues, cultural references and brand credibility.
“We work closely with our airline partners to understand what their passengers care about and then match them with global or regional brands that elevate the onboard experience in a way that feels intentional and exclusive,” he says.
FORMIA recently partnered with Korean Air and British luxury house Graff. As Graff’s first-ever airline collaboration, the kits were introduced to support Korean Air’s refreshed corporate identity and serve as a central element in showcasing the airline’s modern and refined approach to elegance. Designed in a classic navy colorway with distinct formats for First and Prestige Class, the kits are “crafted to deliver understated luxury and a sense of quiet sophistication,” Grohmann explains.
Roland Grohmann, CEO and Managing Partner, FORMIA
Cultural pride proves strong
Exclusivity is only one part of the equation.
“We believe travel becomes more memorable when grounded in cultural nuance,” says Marisa Pitsch, FORMIA’s Chief Marketing Officer. “In Asia, many travelers value experiences that reflect local culture and identity—where heritage and local pride strongly influence brand perception. We help airlines bring authenticity and emotional storytelling into their amenity offerings.”
FORMIA’s long-standing collaboration with Japan Airlines and HERALBONY, a Japanese brand that works with artists who have cognitive disabilities, exemplifies this principle. The vibrant, deeply personal designs featured on the kits—now extended from Business to First Class and even into lounges and inflight packaging—offer passengers a window into a uniquely Japanese creative movement.
“More than a functional kit, it prompts reflection, sparks conversation and leaves a lasting impression,” Pitsch says. “By celebrating diverse artistic voices, the experience becomes not just memorable but deeply rooted in humanity.”
Another example is FORMIA’s kit for Bangkok Airways, co-created with Thai brand THANN. The amenity kit—offered on routes such as Bangkok to the Maldives and Koh Samui to Hong Kong—includes a reusable beach tote made from sustainable materials, paired with THANN’s premium botanical skincare.
The power of these amenity kits lies in the ability to build emotional connections. “For many premium travelers—especially in Asia, where cultural pride is strong—this design helps make the journey feel more personal and immersive, not just transactional,” Pitsch explains. “It is about offering something that feels of the place, not just in it."
Marisa Pitsch, Chief Marketing Officer, FORMIA
Bringing the journey home
As airlines compete to leave a lasting impression, FORMIA helps extend brand narratives through amenity kits that serve as take-home keepsakes.
“Amenity kits offer airlines a unique opportunity to extend not only their brand story, but the partnering brand’s story beyond the flight,” Pitsch says. “When an amenity kit reflects this—through thoughtful design, brand alignment, or cultural cues—it becomes more than a functional item. It becomes a personal reminder of the journey and the airline’s role in shaping it.”
Facilitated by FORMIA, EVA Air partnered with British brand HUNTER to craft a kit designed for outdoor exploration. The pouch functions as both a passport holder and phone case, while the HUNTER-branded skincare adds a layer of comfort that continues beyond the flight.
China Airlines has taken a similarly thoughtful approach, working with Canadian brand Roots.
“The familiar color palette and sustainability-focused materials give passengers something they can use and connect with long after landing,” says Pitsch. “When designed with care, amenity kits go beyond enhancing the inflight experience. They strengthen brand connections and leave passengers with a lasting impression of the journey.”
Blending tactile and digital
FORMIA is also leading efforts to blend tactile and digital experiences. This is especially true across categories like kids’ kits and wellness, where there is a strong opportunity to extend the journey, Pitsch explains.
FORMIA’s KiDCURATE™ platform is one such solution. It integrates interactive digital content that allows young travelers to explore games, stories and activities linked to what they receive onboard.
“It is designed to spark joy and engagement long after the seatbelt sign switches off,” Pitsch says.
Delta Air Lines’ premium kit with Someone Somewhere, featuring Australian skincare brand Grown Alchemist
FORMIA’s premium kit for Delta Air Lines, featuring Australian skincare brand Grown Alchemist, also merges the physical and digital. A QR code printed inside the kit connects passengers to a personalized digital experience, including a digital skin analysis that enhances product use and deepens engagement with both the airline and brand values.
