How can we design environments that foster memorable guest experiences? We keep this question top of mind when designing hospitality spaces, including our latest aviation project – the new 11,000+ sq ft Alaska Airlines Lounge at San Francisco International Airport (SFO). Located in Harvey Milk Terminal 1, this memorable airport lounge design balances comfort, efficiency, and brand identity to create a seamless travel experience.

A Lounge Designed for Choice

We align with Alaska Airlines’ vision for an exceptional lounge: it should be about choice. A curated mix of spaces allows travelers to balance retreat, engagement, and productivity. A lounge should offer opportunities for people-watching and relaxing while also accommodating those who need to work, connect, or focus.

Starting with a long rectangular floor plan, we set out to create distinct areas while incorporating Alaska’s existing hospitality program—featuring spaces to “Take a Breath,” “Help Yourself,” and “Cut Loose.” Each area is visually distinguished through unique ceiling treatments and furniture arrangements, with curves softening the space and uniting the sections. From the asymmetrical sofa in “Take a Breath” to the curved aviation-inspired soffit over “Help Yourself” and the rounded bar in “Cut Loose,” each element was designed with intention.

The lounge includes six different seating types, ensuring that every traveler finds a space suited to their needs—whether they prefer the comfort of a banquette, a workspace for their laptop, or the privacy of a phone booth.

To support the well-being of the guest, we put a design emphasis on incorporating biophilia, acoustic mitigation and access to daylighting and views. The result is an environment that reduces stress, enhances comfort, and supports well-being.

Merging Brand Identity with Place Making Hospitality

The new Alaska Airlines Lounge is a balanced blend of Alaska Airlines’ brand identity and the Bay Area’s creative spirit. The space combines clean lines with the inviting warmth and comfort of a boutique hotel, creating a welcoming environment with bespoke elements reflecting the Bay Area.

A 40-foot laser-cut metal felt backed partition wall, featuring the Golden Gate bridge enveloped in the fog, serves to enhance the sense of place while acting as an acoustic buffer for the back house program. Custom Fireclay tile murals, created in Northern California, in Alaska’s color palette further root the space to its location.

Every detail was carefully considered to create a memorable airport lounge design that aligns with Alaska Airlines’ hospitality program while offering a unique sense of place.

Comfort and Functionality

Material selection played a key role in creating a refined, high-quality environment. Dark metal twists and wood slat elements create visual interest while enhancing acoustics in the large lounge environment. Pendant lights designed specifically for the Alaska lounge, line the space, and the walnut bar countertop with brass accents and a powder-coated metal die wall creates a luxurious yet approachable feel. Custom designed booths in the cafe offer flexibility, allowing guests to face each other for conversation or turn to enjoy the airport and skyline views. The lounge’s infrastructure columns were transformed by wrapping them in transparent metal mesh rather than leaving them fully exposed.

Designed to LEED Gold standards, sustainability was a priority throughout, with eco-friendly materials and responsible construction practices integrated into every aspect of the design.

Balancing Guest and Employee Experience

Great guest experiences are shaped by design and by the people who bring these spaces to life. A well-designed lounge considers both the guest/customer experience (CX) and the employee experience (EX). When staff have an intuitive, well-organized environment to work in, they can focus on delivering exceptional service. The Alaska lounge features thoughtful layouts, smart back-of-house flow, and seamless service areas, which all contribute to a space that works effortlessly for both guests and employees.

A Model for Future Lounges

By blending hospitality principles with innovative, memorable airport lounge design, we have created a space that reflects the way people want to travel today: with choice, ease, and a sense of place. The new Alaska Airlines Lounge at SFO sets a benchmark for airport lounges—one that prioritizes comfort, function, and brand loyalty while enhancing both guest and staff experiences.

 

Written By: Sarah Mergy, Wendy Osaki

Contributor: Jonathan Tsurui