Private cabin interior, a passenger resting as crew moves through soft directional light
Strategic CMF and Brand Experience

Strategic CMF for Aviation and Advanced Mobility

An independent partner to airlines, design studios, completion centres and interior programmes, turning brand ambition into a certifiable, supplier-ready cabin, and holding that intent intact through to entry into service.

How I work Request a consultation
Shortlisted · IYAA 2027 · Private Jet Design, Concept

VICEROY

Visit viceroy.design
VICEROY, an ultra-private ACJ320neo cabin concept, short film
Jorge de Luis
Creative Direction, CMF and Brand Experience
Markus Stephan
Industrial Design and Modelling
Andy Charlton
RENDA Limited · CGI and Real-time Visualisation · LinkedIn

VICEROY is a self-initiated CMF concept for the ACJ320neo: an ultra-private cabin rooted in the Spanish Viceregal tradition and expressed through Quiet Chiaroscuro, a design language of light, shadow and deliberate restraint. The concept has been shortlisted in the Private Jet Design, Concept category of the International Yacht & Aviation Awards 2027, organised by design et al.

Winners are decided by public vote and will be announced in Capri on 21 May 2027.

The International Yacht & Aviation Awards 2027, Shortlisted, design et al
Public voting opens spring 2027
The Practice

A practice at the meeting point of brand, material and cabin.

I work alongside airlines, design studios and interior programmes as an external CMF (Colour, Material and Finish) and brand experience consultant, and deliver for completion centres. The role is to establish the colour, material and finish layer that carries a cabin's identity from first intent to industrial reality.

The remit spans commercial aviation, private aviation and advanced mobility. Across all three the discipline is the same: protect the idea through every constraint it has to survive, from weight and cost to certification, supply and time.

12+
Years across aviation cabin CMF
3
Airbus families · A320, A330, A350
3
Domains · Commercial, private, advanced mobility
Engaged byAirlinesDesign StudiosCompletion CentresInterior Programmes Domain breadthCommercial AviationPrivate AviationAdvanced Mobility
01Services · The Approach

An outcome, not an hourly

CMF as a defined outcome, not billed by the hour. You buy the result, not my time.

I work alongside airlines, design studios, completion centres and interior programmes as an external CMF and brand experience consultant, in defined, outcome-based engagements that scale with the project. Taken singly, or as one continuous system. Scope and fee are defined per engagement, never published from a menu.

I
At concept

Direction

Setting the CMF and brand intent: who the cabin is for, what it should feel like, and the material logic that will carry it.

II
At development

Specification

Turning that intent into a buildable, supplier-ready document, precise enough to procure against and honest about what aviation allows.

III
To entry into service

Guardianship

Holding the intent as it meets change, suppliers and industrial reality, where good decisions quietly erode under pressure, so it arrives intact.

A discreet first step

A short diagnostic

A focused, low-commitment format for one-off reviews and milestone decisions: a fast, senior read on where the highest-impact CMF opportunities and risks sit, before any larger engagement is scoped.

What I bring

More than twelve years across Airbus cabin programmes (A320, A330 and A350) and eVTOL development at Lilium: aviation CMF architecture, perceived-quality direction, certification awareness, and a working supplier network across leather, textile, veneer, plating and translucent materials.

What it is not

No embedded staffing, no operational execution inside your team, no replacement of the studio's design authorship. I establish and hold the CMF layer so the cabin intent survives development, supplier interfaces and industrial constraints.

Macro of a cabin material junction, full-grain leather meeting woven textile and metal

Quality lives in the junction, where one material meets another, and intent meets tolerance.

02Process · The Method

How a cabin intent is kept alive

I
Read

Read the ambition

Find the north star and the perceived-quality risks worth solving: what the cabin must say, and where it is most likely to fail.

Reading brand ambition, a study of pigment and natural source material
II
Compose

Compose the system

Build the palette architecture, material families and finish hierarchy, coherent across zones, and across the cabin's life.

Composing the system, raw material origins studied side by side
III
Resolve

Resolve in the round

Translate the system into seats, surfaces and junctions, tested as a felt experience, not a board on a wall.

Resolving in the round, cabin seats studied in the studio as a felt experience
IV
Hold

Hold the line

Finish standards, sample governance and feasibility loops with engineering, procurement and suppliers, so intent survives.

Holding the line, a finished material sample assessed in directional light
03Illustrative Engagements

Three engagements, told plainly

Two are drawn from real programme experience, at Airbus and at Lilium; the third is an illustrative private-aviation scenario.

Case 01Commercial-aviation cabin branding, a macro of leather, textile and metal touchpoints
Commercial Aviation · Airbus programme experience

Cabin branding and customisation

Challenge

Translate a carrier's cultural narrative into differentiated CMF across cabin touchpoints, without breaking certification boundaries or fleet-wide consistency.

Approach
  • Distil narrative into a CMF language and signature touchpoints
  • Build a palette and finish hierarchy repeatable across families
  • Align intent with engineering, certification and supplier reality
Outcome
  • A brand-coherent cabin identity within industrial discipline
  • Repeatable, certifiable CMF logic that holds across the fleet
Case 02Next-generation eVTOL cabin concept in deep burgundy
Advanced Mobility · Lilium programme experience

eVTOL CMF architecture

Challenge

Define a CMF strategy and customisation logic for next-generation mobility under extreme weight, certification and supplier-maturity constraints.

Approach
  • Set a CMF architecture from concept through development logic
  • Structure customisation that scales without weight or compliance cost
  • De-risk material choices against an immature supplier base
Outcome
  • A coherent cabin product offer ready for supplier-facing development
  • Material decisions defensible against weight and certification limits
Case 03Durable premium material direction for a private cabin, wool, linen, stone and leather
Private Aviation · illustrative scenario

Specification advisory

Challenge

Support a premium, durable material direction for a highly customised private cabin, balancing long-term value, deliverability and maintenance logic.

Approach
  • Curate a durable, serviceable material direction with provenance
  • Define finish standards and variation limits for high-wear touchpoints
  • Structure documentation for governance and resale confidence
Outcome
  • Premium intent that stays serviceable and defensible over time
  • Specification discipline that stabilises lead times and protects value
04Press and Recognition

In print, and on the shortlist

JetCabin Magazine feature on Jorge de Luis, November 2026
JetCabin MagazineBizjetsNovember 2026
Making sure the cabin an airline imagines is the cabin that actually flies.
Feature article · JetCabin Magazine
Recognition and speakingSelected
2027International Yacht & Aviation AwardsShortlisted, Private Jet Design, Concept · VICEROY
2026JetCabin MagazineFeature article, Bizjets
2026RedCabin, MilanPanel speaker
2025Passenger Experience Conference, HamburgSpeaker, electric flight session
2017 to 2019World Travel Catering & Onboard Services Expo, HamburgInvited speaker
05Selected Work · Documents

For a closer read

The strongest programme evidence first, then the consulting model, then the broader visual portfolio, drawing on real experience across commercial cabin and eVTOL programmes.

Cover of the Selected Relevant Programmes document
Programme Evidence

Selected Programmes

The clearest proof of programme-level seniority: brand intent, CMF direction, customisation logic and industrial feasibility aligned across commercial cabin and eVTOL contexts.

Commercial CabineVTOLCustomisation
Open PDF ↗
Cover of the consulting model and engagement overview
The Consulting Model

Advisory Approach

A concise overview of my consulting offer across strategic CMF, cabin interiors and brand experience for aviation and advanced mobility. It shows how I support design definition, supplier alignment and certifiable product decisions.

Open PDF ↗
Cover of the CMF and interior design portfolio
Visual Portfolio

CMF and Interior Design Portfolio

Selected design work showing visual language, material storytelling and broader CMF exploration across cabin and mobility contexts.

Open PDF ↗
06Brand Experience and Perceived Quality

The two terms the
work answers to

Brand experience is the felt journey of the cabin, for the client and for the operation alike: the spaces of use that make a cabin work in service, considered as carefully as the passenger's own comfort. Perceived quality is the evidence of care a hand can read: material honesty, finish and tactile detail.

Brand experience · designed for client and operation
Rendering of a cabin set for a moment of arrival, a single place against soft window light
iArrival, the cabin as host
Rendering of a cabin space arranged for rest, with a wool throw and dark joinery
iiRest, the operation considered
Rendering of galley service, folded linen drawn from a fitted drawer
iiiService, real use designed for
Perceived quality · evidence a hand can read
A hand resting on a warm gold control surface, finish read by touch
iWarm metal, read by touch
Close study of a seat junction in directional light, from eVTOL cabin work
iiA seat junction, eVTOL cabin study
A hammered translucent finish read by the hand in directional light, a perceived-quality study
iiiTranslucent finish, read by the hand
07About

Twelve years and more, turning ambition into industrial reality

Jorge de Luis is an independent CMF and brand experience consultant based in Hannover, Germany, working with airlines, design studios, completion centres and interior programmes across aviation and premium mobility.

His background spans cabin programmes at Airbus, where he contributed to cabin branding definition and CMF customisation across the A320, A330 and A350 families, and eVTOL development at Lilium, where he helped structure the CMF strategy and cabin product offer from early concept through supplier-facing development logic.

Available internationally for focused advisory engagements, on-site workshops and programme reviews.

Jorge de Luis in the studio beside a cabin seat prototype and CMF boards
Expertise · Where I work

Private-aviation direction

Certified-cabin and eVTOL CMF rigour, increasingly directed toward private and VVIP aviation, where discretion, provenance, serviceability and lasting value carry the most weight.

Cross-functional leadership

Alignment across design, engineering, procurement, certification, suppliers and commercial, translating customer ambition into industrial boundaries and coherent execution frameworks.

Regulated-environment depth

Across Airbus cabin programmes and eVTOL development at Lilium: CMF governance and brand-to-cabin translation inside certified product environments.

Core Experience
Commercial Cabin · eVTOL · Cabin CMF · Brand Experience · Customisation
Focus Areas
Strategic CMF · Industrial Readiness · Supplier Alignment · Perceived Quality
Education
BA Interior Architecture · Master in Graphic Design and Advertisement Production
Languages
Spanish · English · French · Portuguese
Collaboration

Request a private consultation

Whether you are defining a new cabin offer, sharpening a premium customisation logic, or aligning material decisions with programme reality, I can help identify the highest-impact CMF opportunities.

Discuss your vision
Email
jorge.deluis@outlook.com
Mobile
+49 151 111 36 437
LinkedIn
linkedin.com/in/jorgedeluis