THE FASTER LANE / TYLER BRûLé
Miracle at 34,000 feet
You might recall an early Monocle fantasy where we conjured up a full name, livery and service concept for a new global carrier dubbed Nippon-Nordic Airlines (NNA) – complete with a special-edition poster for our most committed aviation geeks. The idea, loosely based on Finnair’s business model, was to connect the top-of-the-world nations with speedy polar flights on spotless aircraft, with Scandi-Nippon cuisine, chic uniforms by top Tokyo ateliers and the best in Japanese service. When we unveiled the concept, many Monocle readers were wondering when and how they might sample this airline and whether we’d shopped around a business case to potential investors. But given that we’re running a media enterprise and not an airline, we had to inform potential passengers that flying NNA would have to remain a fantasy.
On Thursday I boarded a Swiss flight from Zürich to Tokyo. When we jogged south to avoid Ukrainian airspace and followed a track that vaguely resembled the Silk Road, I was reminded of Nippon-Nordic Airlines and of why it was a good idea that might need to be pulled out of the drawer and refreshed. As I was heading eastbound to host a Christmas party for readers, clients and colleagues at our Tokyo bureau (after a three-year pause), I was trying to get myself into the mood but there was little in the way of music, drinks, dishes or scents to make me feel like this was a special time of year. Of course, Zürich Airport was all twinkling trees and fairy lights but our 777 was missing a sense that the world was on the move for one of the biggest travel periods of the year, built around the greatest religious-cum-marketing event ever created.
A Christmas-shopping safari linking Copenhagen, Chicago and Tokyo would be one of Nippon-Nordics most popular routes across the December period
A very good glass of red and an excellent fondue (yes, Swiss do a good fondue at 10,000 metres above the earth) made things feel somewhat seasonal but, as I peered down at the Bulgarian coast, I was thinking about how NNA would be the airline that you’d want to use to fly Copenhagen to Fukuoka, Vancouver to Tokyo, Berlin to Osaka – particularly during the Christmas crush. Imagine a Japanese bossa soundtrack of The Carpenters’ classics on boarding; a very, very gentle waft of frankincense in the air; bowls of clementines and pepparkakor for the taking in the galleys; special-edition Baumkuchen served for dessert; and rather than a dull duty-free trolley, a proper rolling Christmas market, with treats created by Svenskt Tenn, Beams, Topaz of Norway, Shiseido and countless others. Indeed, a Christmas-shopping safari linking Copenhagen, Chicago and Tokyo would be one of Nippon-Nordics most popular routes across the December period.
Many airlines used to have a strong appreciation of the Christmas season. It was a spirit that created a sense of occasion for airlines, allowed for a change of pace and really did put some joy into flying. Today many carriers have killed off Christmas on board their aircraft, while happily doing as much marketing as possible to get passengers to fly home for the “holidays”. At NNA, it would be glögg and smooth jingles all the way – quite simply, passengers would love it. And for those travellers not into the Nordic/Japanese take on Christmas onboard NNA’s A350s? Easy! There’s always Emirates.
I’m now in Tokyo and if the “hej, hej” greetings used by hosts on J-Wave radio and the visual-merchandising themes at Isetan are anything to go by, the Japanese are ready for an extra jolt of Nordic tradition. Hopefully the arrival of the new year will also allow Japan to shake off its lingering coronavirus compliance hangover and rediscover its genki side.