Not all private jets are created equal, despite what the beige-dominated aircraft in HBO's "Succession" might suggest. The recent renovation of Gulfstream's Design Center in London serves as clear evidence of this reality, catering to a growing number of first-time custom jet buyers who have emerged over the past few years.
Located in the heart of Mayfair, an area known for its high-net-worth residents, the showroom maintains a deliberately low profile with no prominent signage. The 500-square-meter space offers an immersive journey through the private jet experience, taking inspiration from existing Gulfstream concepts in New York and Beverly Hills. This strategic location eliminates the need for prospective clients in the UK and Europe to travel to America for consultations – a practical consideration given that these customers likely already spend considerable time in the air.
"We sell time," explains Trey Crow, Gulfstream's interior design director, "because it's the one thing our customers can't buy." According to Crow, designing a bespoke interior for a private aircraft typically takes anywhere from three months to a full year to complete.
The design center has been meticulously appointed with luxurious aircraft carpeting, leather-inlay walls, and reclining seats arranged in numerous configurations. After initial consultations, clients can view potential cabin layouts presented in large-scale 3D format, exploring various arrangements including flatbed configurations, different galley sizes, open bars, and dedicated meeting rooms.
The experience continues in a specialized lounge area that showcases seats and sofas of varying widths, demonstrating the extensive range of available fabrics, stitching patterns, bolsters, and cushion densities for Gulfstream's G-500 to G-800 jets. While the options extend far beyond basic beige, Crow notes that buyers tend to keep their selections neutral – "aggressively neutral," in his words – particularly when aircraft are shared among multiple users.
The center demonstrates what Crow calls "the art of the possible," featuring premium materials such as Loro Piana cashmere inserts, massage and heating capabilities, hidden trays and cup holders, metal plating, timber finishes, and acoustic fabric surrounds. These sophisticated touches help distinguish private aircraft interiors from typical first-class cabin experiences.
Additional rooms are dedicated to china selection and bathroom specifications, all maintained with quiet good taste. These finer details represent what can truly elevate an aircraft beyond standard luxury travel accommodations and potentially coordinate with other luxury assets, such as yachts moored along the French Riviera.
Crow brings valuable expertise and diplomatic skills from his previous position at Rolls-Royce, and his material samples display similar levels of sumptuousness. Far from being an afterthought, this customization stage represents perhaps the most enjoyable aspect of the process for both clients and designers alike. With even the smallest jets starting at approximately $25 million, this is where individual personality can truly shine and creative imagination can soar.
