Summary:
- TAV Operation Services unveils next-generation Primeclass lounge at Sofia Airport, introducing a lifestyle-driven, human-centric hospitality concept.
- New ‘Haven on Earth’ design blends local culture, flexible zones and sensory-led environments to enhance passenger experience.
- Concept to scale globally across Primeclass network, supporting innovation in airport hospitality and premium traveller engagement.
TAV Operation Services is introducing its next-generation Primeclass lounge at Vasil Levski Sofia Airport, marking the first real-life expression of a new lifestyle-driven approach to airport hospitality where design, local culture and human connection come together to redefine the travel experience. More than a lounge, it is a space designed around how travellers want to feel.
Guided by its philosophy, ‘The Place to Be You’, Primeclass reimagines the airport lounge not as a waiting space, but as a living environment – one that adapts to the rhythm, mood and needs of today’s traveller.
Sofia holds a special place within the Primeclass network, as both a key destination and the starting point of this new vision.
With this opening, Primeclass brings its next-generation concept to life, laying the foundation for a transformation that will extend across its global lounge network.
“Sofia holds a special place for Primeclass – not only as a key destination within our network, but as the starting point where our new vision becomes tangible,” said TAV Airports Holding Chief Commercial Officer and TAV Operation Services Chief Executive Officer Aude Ferrand. “We also highly value Vasil Levski Sofia Airport’s forward-thinking approach to passenger experience, and we are delighted to collaborate with a partner that shares our ambition to redefine airport hospitality. We see Sofia Airport as a strong partner in shaping the future of airport experience in the region. With this opening, we are redefining how airport lounges are designed, experienced, and felt. We are witnessing a shift in traveller expectations – from purely functional spaces to emotionally resonant environments. At TAV Operation Services, we position hospitality as the foundation of the journey, focusing on turning airport time into meaningful, experience-led moments. Sofia marks the beginning of this transformation, which we will continue to scale across our global network.”
At Sofia Airport, the lounge is designed as a fluid, hybrid environment where travellers can move seamlessly between different states – social, productive or restful. A bar and living area, curated dining space, work zones, a dedicated kids’ area, quiet nap room and an outdoor terrace together create a layered environment that reflects the rhythm of contemporary travel. The concept is structured around five experience zones – Live, Enjoy, Work, Relax and Play – each designed not around functions, but around human moments.
At the heart of this transformation lies ‘Haven on Earth’ – Primeclass’ new design approach-developed in collaboration with international design and creative partners, combining global expertise with strong local collaborations. This balances global consistency with local identity, bringing together natural materials, intuitive spatial flow and a sensory-driven atmosphere to create a space that feels both elevated and grounded.
Sense of place is embedded into the experience. Through the ‘Local Artist Wall’, developed in collaboration with a local gallery, the lounge becomes a living cultural platform, featuring works by Bulgarian artists. The exhibition evolves over time, creating an ongoing dialogue between travellers and the local creative scene. This philosophy extends to the culinary experience where Bulgarian flavours are reinterpreted and curated alongside international selections, transforming dining into a journey of discovery that reflects both local identity and global taste. From locally inspired bites to thoughtfully crafted beverages, each element is designed to create small yet memorable moments within the journey.
“At Vasil Levski Sofia Airport, we are proud to deepen our strategic partnership with TAV Operation Services through the launch of the new Primeclass lounge concept – a collaboration built on shared ambition, trust and a common vision for excellence,” said SOF Connect CEO Jesús Caballero. “Being the first airport to introduce Primeclass next-generation lifestyle concept is both an honour and a strong vote of confidence in Sofia as a fast-evolving European aviation hub. This milestone is more than the opening of a lounge; it is a clear step forward in our journey to transform the passenger experience and to position Sofia as the first 5-star regional airport in Europe. Together with TAV Operation Services, we are redefining what airport hospitality means – creating spaces that are not only functional, but emotionally engaging, locally inspired and globally competitive. We are proud that Sofia is setting the benchmark for this new era of airport hospitality, and we look forward to continuing this successful partnership as we elevate our standards even further for the benefit of our passengers and partners alike.”
The new Primeclass concept is built on a clear ambition: to create globally consistent yet locally meaningful experiences at scale. With Sofia as its starting point, this approach will be gradually rolled out across Primeclass lounges worldwide, bringing a more human, design-led and experience-driven perspective to airport hospitality. The lounge serves airline passengers, loyalty programme members and individual travellers seeking a more considered and elevated journey.
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