We are thrilled to announce that Cathay Pacific’s in-flight entertainment (IFE) system, designed and developed by Reaktor Aero, has been honored with the Gold: Excellent Communications Design – Interactive User Experience award at the 2025 German Design Awards. This recognition underscores our commitment to redefining passenger experiences through innovative design and technology. The award was officially presented on February 7, 2025, in Frankfurt, Germany.
The gold standard in design excellence
The German Design Awards are one of the most prominent accolades in the global design landscape, organized by the German Design Council. Since 2012, these awards have identified and celebrated groundbreaking projects that set new benchmarks for design quality. The Gold distinction is the highest honor, reserved for projects that provide industry-defining contributions, and only one or two projects per category receive this recognition each year.
What makes the Cathay Pacific IFE system stand out?
The Cathay Pacific IFE system reimagines in-flight entertainment by seamlessly integrating cutting-edge design with advanced technology. Designed for usability across 14 screens and three aircraft types, it offers a harmonized experience regardless of screen resolution or aircraft model. Key features such as journey customization, dynamic layout design, and Bluetooth connectivity are paired with intuitive interfaces and accessible controls, ensuring a superior experience for all passengers.
The system goes beyond entertainment to deliver features like seat controls, shopping and hospitality options, lavatory status, and an industry-first fully integrated 3D globe for flight tracking – directly embedded into the homepage. With its visually cohesive and functionally advanced design, the IFE system enhances every aspect of the passenger journey.
Statement from the jury
The jury described the Cathay Pacific IFE system as follows:
"The ‘Cathay Pacific In-flight entertainment experience’ impresses with a design concept that is as consistent as it is user-friendly, incorporating the entire cabin and enabling a high degree of interactivity. The design meets the high standards of modernity and progressiveness as well as intuitive operability and accessibility down to the last detail, making the journey as pleasant as possible."
A continued tradition of excellence
This award builds on the success of the Cathay Pacific IFE system, which also received the Red Dot Design Award in Brands & Communications Design in November 2024. Together, these honors reinforce Reaktor’s reputation for delivering industry-defining innovations in collaboration with leading airlines.
As we celebrate this recognition, we remain committed to pushing the boundaries of what’s possible in design in the aviation industry, creating experiences that delight passengers and set new industry standards.
