In Profile:
Acumen Design Associates

Name: Ian Dryburgh
Company Name: Acumen Design Associates Ltd
Position Within Company: CEO
Website: www.acumen-da.com

Tell us a little about the company background:
Founded in 1981, Acumen Design Associates is a multi-award-winning transport and product design consultancy delivering brand-driven, commercially successful innovation. Over 45 years, we’ve created ground breaking designs for airlines, marine, rail, life sciences and consumer goods.

From inventing British Airways’ iconic Flying Bed in 1996 to developing over 50 aerospace programmes, our pioneering work has often set new industry benchmarks. With more than 20 patents, we combine creativity with practical expertise, delivering innovative solutions on-time, on-budget, and commercially impactful.
We pride ourselves on interpreting airline brand DNA and translating it into memorable, culturally aware passenger experiences, underpinned by a team with decades of experience and deep technical knowledge.

How does your company approach each project from concept to completion?:
Every project is shaped by global perspective, cultural insight and environmental responsibility. We start with brand understanding and bold concept exploration, often using mock-ups to prove viability, before moving to fully resolved, production-ready design.
CMF is central to expressing brand identity through materiality, texture, colour and sensory detail, while sustainability and lifecycle considerations remain key. Collaborating closely with airlines, OEMs, and engineering teams worldwide, we balance creativity with technical precision to deliver holistic, innovation-driven cabins that delight passengers and achieve commercial success.

Where inspires your company in this sector?:
Since inventing the world’s first Flying Bed for British Airways First Class in 1996, we’ve seen how bold ideas can reshape an industry. That spirit drives us today: to challenge assumptions, refuse the ordinary, and create design solutions that truly differentiate our clients.

In what direction do you feel that your projects are moving towards in a general sense?:
Innovation remains central, but the focus is shifting to smarter differentiation.
Projects focus on feature-led innovation which improves comfort and sociability through integrated technology and refined design detailing. CMF is also a key driver, with greater use of sustainable solutions and natural, sensorial materials. Airlines are increasingly focused on CMF design to differentiate and deliver renewed brand-led experiences. Overall projects are increasingly holistic, where technology, craftmanship and materiality combine to create future-ready and passenger-centric cabins.

Name five key themes to consider when approaching projects in the future. :
As passenger expectations evolve and airlines look for greater differentiation, future aircraft interiors will demand a more holistic, innovation-driven approach. Success won’t come from single features, but from intelligently orchestrated experiences that balance brand, technology, wellbeing and sustainability. With that in mind, we think that these five themes will define the next generation of cabin design:

1. Holistic Experience Design – Seamless, brand-led environments beyond individual products.
2. Smart Technology Integration – Invisible tech that enhances usability, comfort and personalization.
3. Material Innovation & Sustainability – Lightweight, circular, sensory materials that elevate comfort and efficiency.
4. Space Efficiency & Modular Flexibility – Adaptable layouts that maximize value without compromising experience.
5. Human-Centred Wellbeing – Privacy, sleep, lighting, acoustics and ergonomics as key differentiators.

If your company could offer one piece of advice when it comes to projects, what would it be?:
Be fearless from the start. Challenge assumptions, think holistically, and align teams early. Bold, human-centred thinking is the fastest path to meaningful innovation and true differentiation.

How important are The International Yacht & Aviation Awards?:
These awards celebrate global design excellence and the innovation, craft and collaboration behind world-class passenger experiences. For Acumen, being shortlisted recognises our impact and helps push the entire industry to higher standards.

What projects are you currently working on?:
All our projects are confidential until they are launched.

What was one of your company’s key projects to work on and why?:
The Residence, Etihad A380 – the world’s first three-room suite in commercial aviation. A living room, bedroom and ensuite shower on a single aircraft pushed our creativity and design to the limit. It set a new benchmark for onboard luxury and remains one of the most talked-about cabins in the industry today.

What was your company’s most challenging project to work on and why?:
Every project has its challenges—tight spaces, complex requirements, evolving passenger expectations. We turn constraints into opportunities through creativity and design thinking, pioneering new layouts, seating concepts and passenger experiences that push the industry forward.

Which products/services could you not live without when completing projects?:
Innovation is only possible through collaboration. We rely on OEMs, seat manufacturers, engineering partners and material specialists to bring our bold ideas to life. These partnerships allow us to push boundaries, unlock innovation and deliver world-class experiences.