All Nippon Airways (ANA) First and Business Class Amenity Kits

Elevating premium travel through craftsmanship and innovation

Challenge

All Nippon Airways (ANA) sought to elevate its premium onboard experience through a new generation of First Class and Business Class amenity kits. The ambition was to create more than a functional travel pouch by developing a premium travel companion that reflects All Nippon Airways (ANA)’s commitment to quality, innovation and hospitality.

The challenge was to combine luxury design, responsible materials and lasting value in a way that would enhance the passenger experience during the journey while encouraging continued use long after the flight.

Solution

Working closely with All Nippon Airways (ANA), deSter, supported by the expertise of its strategic partner Nexus, developed a new collection of premium amenity kits for First Class and Business Class passengers.

By combining material innovation, sophisticated design and carefully selected premium brand partnerships, deSter created a distinctive experience inspired by both Japanese hospitality and Italian craftsmanship. Every element was designed to balance aesthetics, functionality and sustainability while reinforcing All Nippon Airways (ANA)’s premium brand positioning.

Results

  • Partnered with FRANZI, Milan’s historic leather goods house, to create collectible pouches designed for continued use after travel
  • Integrated Fr-eclaim, an innovative material that transforms recycled PET into a premium, travel-exclusive alternative inspired by luxury leather goods
  • Developed distinct experiences for First and Business Class through partnerships with DECORTÉ and CULTI MILANO
  • Combined premium aesthetics with durability and wrinkle resistance for frequent travel use
  • Reduced environmental impact through responsible material choices, reusable designs and FSC-certified packaging
  • Created a seamless blend of Japanese hospitality, Italian craftsmanship and material innovation
  • Recognized with awards at the PAX Readership Awards 2026 and the TravelPlus Awards 2026

Impact

The project demonstrates how thoughtful design and innovation can transform a functional onboard item into a meaningful brand experience.

Together, All Nippon Airways (ANA) and deSter created a premium amenity concept that extends the airline’s hospitality beyond the flight itself. By combining sustainability, craftsmanship and passenger-focused design, the collection delivers lasting value for travelers while reinforcing All Nippon Airways (ANA)’s position as a leader in premium air travel.

Read deSter press release

deSter Collaborates with ANA on New Premium Amenity Kits for First and Business Class 

Spotlight in media

ANA Debuts Luxurious New First and Business Class Amenity Kits by Amenities Magazine
deSter and ANA unveil amenity kit collaboration for First and Business Class by PAX International Magazine