NetJets VIP lounge takes off at Art Basel Miami Beach…

Art Basel Miami Beach 2019, USA

In early December 2019 over 250 of the world’s leading galleries from around the globe showcased the highest quality of significant works from the masters of Modern and contemporary art at Art Basel Miami Beach. The world’s premier international art fair draws in over 70,000 visitors every year, offering an exciting and inspiring week for artists, curators, collectors, critics and art enthusiasts.

The fair is a driving force in supporting the role galleries play in nurturing the careers of artists, and one that NetJets, the world’s leading private aviation company, is proud to have been a global associate partner of over the last 18 years.


Jason Smith was commissioned by long-standing client NetJets to design and install a new creative concept for their VIP lounge located within the Art Collector’s Lounge at the 2019 show.

The brief called for an evolution of the 3D brand language and design aesthetic inspired by private aviation and the NetJets experience. A space that would capture the imagination of NetJets owners, and provide an exclusive restful environment at the show, for body and mind, that reflected the prestigious NetJets brand proposition.

Whilst realising an interior design for just the duration of the show itself, Jason set out to create a ‘sense of permanence’ to the space. Considered space planning enabled a comfortable luxurious interior, with a dash of Miami, that maximised the amount of covers that could be accommodated.


An aesthetically pleasing space and welcoming ambience that allowed NetJets to provide a fine-dining hospitality experience in keeping with the levels of service NetJets owners are accustomed to, whilst creating a sense of ‘being in the air’!

Overall, a carefully considered and highly regarded evolution of our previous VIP lounges for NetJets that received unprecedented praise and acknowledgement from those attending Art Basel Miami Beach 2019.

Specifications and detailing

  • External facade inspired by flight and jet wings as they take off and land, with a graphical blue – white gradient graphical application. Gradually changing angled louvres provide a combination of privacy for guests whilst affording subtle views in and out of the space.
  • Welcoming controlled-access entrance and reception area with oversized archway feature leads into the entrance corridor with black and white photo gallery of NetJets planes.
  • Neutral clean palette to reflect the brand and private aviation.
  • Use of luxury materials such as American walnut, mineral cast solid shaped counters and fluted detailed wall panelling.
  • Custom made bar counters and tables.  Bespoke banquet style seating booths with rounded white leather seat pads.
  • Interior architecture style ceilings with recessed integrated dimmable lighting.
  • Blue to white gradient graphic wall paper to visually give the feeling of being in the sky and or views out of an aircraft window.
  • Custom made walnut framed arches throughout the space.
  • Retractable transparent white curtain divides provide vanity between tables and separate dining guests or open up to accommodate larger groups.
  • Low level lighting detail to walls and unitary.
  • Custom made wall and mirror features with integral accent lighting.
  • Tom Dixon Spring brass finish LED pendant lamps.
  • Fully dimmable controlled lighting system to set the level of ambience suitable for a luxury dining experience.
  • Tropical biophilia to humanise the space
  • Custom made planters throughout the space also provided vanity and division between guests.

Images by Andrea Rossetti.