Private jets are usually built around one person, often a chief executive with a boardroom in mind. PriestmanGoode is testing a different idea for a new group of buyers: a private jet cabin design built for an entire family.
The London-based design studio has developed a private jet concept called Ways of Seeing / 观 Guān. The project targets wealthy Chinese families and corporate buyers, and the studio presents its work at PriestmanGoode.com. The renders use the Boeing 737 narrow-body long-range platform, but the studio says the same aviation design language could suit a locally built aircraft such as the Comac C919.
Why this private jet cabin design centres on family
The studio started from local research rather than a standard interior with regional decoration added later. Its designers wanted the cabin to reflect how a specific group actually lives and travels. The result treats this design as a shared home for travel, not only a place to work.
The layout is built for three generations, including grandparents, parents and children. At the rear sits a private retreat with a bedroom, an en-suite bathroom and a study. That study can double as an office, a meditation room or a wellbeing space. A second bedroom sits nearby.
Designing for several generations under one roof raises the same questions as a family home, and a Lake Chelan Home Blends Charred Wood and Steel shows how multi-generational living can be planned around shared space.
The main cabin centres on a shared lounge and dining area. A multifunctional table handles meals, games and conversation, and a woven metal screen divides the space with texture rather than walls.
Ben Rowan, creative director at PriestmanGoode, explains the reasoning. “We wanted to start from an honest, well-researched picture of how a specific person actually lives and travels,” he says. “The design has to be driven by the people it’s for.”
A cultural consultant sits at the centre of the brief, and that role shaped how the limited floor space works. The studio rejected the single-principal approach that makes many private jet interiors feel like boardrooms or male retreats in the sky. Instead, the cabin prioritises shared use.
The consultant’s research pointed to a rising preference for multi-generational trips among Chinese entrepreneurs and their families. PriestmanGoode says that preference favours a restrained personal style, one that draws on natural references, clean lines and natural materials.
Technology stays out of view. Screens and speakers remain hidden until someone needs them, which keeps the interior calm. Craft does most of the visual work. Tai Ping designed the bedroom carpet, which uses traditional Chinese geometric motifs. The shared areas feature an organic patterned carpet by Andre Fu.
The lacquer artwork came from The Gallery by SOIL in Hong Kong. It includes pieces by National Master of Crafts Erke Gan, among them a table surface with a marbled texture the studio describes as rhinoceros hide, plus several of his standalone vases. Shi Yuguang contributed lacquer artwork for the bedroom. Jade-toned stone veneer appears in the bathroom, and patterned fabric covers the bedroom.
The cabin’s reliance on traditional motifs and artisan work echoes a Brooklyn interior where Mesoamerican Artisan Rugs Find a Brooklyn Home and bring cultural craft into a striking modern space.
PriestmanGoode argues that these partnerships give the cabin its credibility. In the studio’s words, the project’s cultural authenticity depends on real craft expertise rather than surface decoration. The studio says the cabin also adapts to changing use. The dining table becomes a games and tea table, the study converts into a workspace, and the sofa folds out for rest. Passengers can move between work and family time over the course of a shared journey.
Via wallpaper.com
Frequently asked questions
What is the Ways of Seeing / 观 Guān private jet concept by PriestmanGoode?
Ways of Seeing / 观 Guān is a private jet cabin concept developed by the London-based design studio PriestmanGoode. It targets wealthy Chinese families and corporate buyers and is designed for an entire family rather than a single principal.
Who is the private jet cabin design for?
The design targets wealthy Chinese families and corporate buyers. The layout is built for three generations, including grandparents, parents and children.
Which aircraft do the renders for this private jet cabin use?
The renders use the Boeing 737 narrow-body long-range platform. The studio says the same design language could also suit a locally built aircraft such as the Comac C919.
How does the private jet cabin adapt to different uses during a flight?
The dining table becomes a games and tea table, the study converts into a workspace, and the sofa folds out for rest. This lets passengers move between work and family time during a shared journey.
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