15 Apr The Future of Cabin Advertising: “Static is Dead”
Alongside Burrana and Mirus Aircraft Seating, we are challenging one of aviation’s most overlooked norms at this year’s Aircraft Interiors Expo: the dominance of static cabin advertising.
In collaboration with the world’s leading cabin technology solutions provider Burrana and with expert integration support from Mirus Aircraft Seating, together we are introducing a bold new proposition that reimagines the aircraft seatback as a dynamic, revenue-generating digital surface. Presented at AIX as a concept, RISE Engage is designed to sparek industry debate and gather real-world feedback from airlines ready to rethink how the cabin creates value.
The Most Underutilised Asset in the Cabin
Many airlines are sitting on their most underutilised revenue assets – inflight cabin surfaces. Today’s reliance on static decals and printed advertising creates waste, dilutes brand impact, and delivers limited engagement or revenue. Campaigns remain fixed for months, quickly becoming invisible to passengers and inefficient for operators.
Our partnership position alongside Burrana and Mirus Aircraft Seating is clear: this model is no longer fit for purpose.
From F1 to 35,000 Ft
We are introducing our motorsport-proven e-paper display technology into aviation for the first time. Developed and tested in the extreme conditions of Formula 1, this technology delivers exceptional durability, reliability, and performance – now adapted for the aircraft cabin environment.
The concept is an advertising-first display system, discerningly integrated into the seatback and powered by Burrana’s RISE In-Seat Power Solution. It delivers targeted, instantly updateable content while adding minimal weight or operational burden, without the cost or complexity of traditional IFE systems.
The result is a fundamental shift:
- From static panels to dynamic surfaces
- From generic messaging to contextual engagement
- From missed opportunities to measurable revenue
Turning Every Seatback into a Revenue Engine
By transforming each seatback into a high-value digital asset, the concept enables:
- Route-specific and destination-driven campaigns
- Contextual messaging aligned to the passenger journey
- Operational announcements and onboard communication
- Enhanced ancillary revenue opportunities
What was once passive cabin real estate becomes an active, scalable platform for engagement and monetisation.
Designed for the Cabin, Not Adapted to It
RISE Engage responds directly to a critical industry gap: the need for an ultra-lightweight, ultra-low-power, aviation-ready solution with aggressive design targets set to be 80%+ lighter than traditional IFE video systems. Using paper-like, non-emissive displays, the system integrates cleanly into the seatback, enhancing the cabin environment rather than competing with it.
The collaboration is using AIX as a platform to test and refine the concept with airlines and industry stakeholders.
PARTNERS
About Burrana®
Burrana is a global leader in cabin technology solutions, redefining the role of in-seat power as foundational infrastructure for the modern aircraft cabin. With more than 50 years of innovation, Burrana develops advanced, lightweight systems that enhance the passenger experience while delivering measurable operational value for airlines. Its award-winning RISE® Power platform, selected for more than 880 aircraft worldwide, represents a new class of in-seat power. Designed for seamless integration across both linefit and retrofit programs, RISE Power is also available as a selectable ISPS option in the Airbus A320 family BFE Catalogue, and with integrated Passenger Service System (PSS) controls for widebody retrofit programs.
About Mirus Aircraft Seating
Founded in the UK in 2015, Mirus set out to challenge a highly competitive aircraft seating market by doing things differently. The company designs and manufactures some of the lightest and most sustainable aircraft seats in their class, enhancing passenger comfort while helping airlines reduce fuel burn, maintenance complexity, and overall cost of ownership.
Guided by a distinctly British design philosophy, Mirus blends elegance, practicality, performance, and innovation, drawing on expertise from both the aerospace and automotive sectors. Its highly customisable economy seats allow airlines to fully reflect their brand while improving the onboard experience.