Developed by Cake, the restaurant is part of the carrier's 'Great Britons' campaign, which has also seen BA create dove-themed Olympic planes. Under the campaign, hundreds of free flights were offered to promote British talent in fields such as art and design and sport.
How I see it
James Gordon-MacIntosh, managing partner, Hope&Glory PR
BA2012 combines nostalgia with contemporary values. No mean feat, and one that should remind a new generation of high fliers and hipsters why BA should be their - if not the world's - favourite airline.
Packing film, food and art into one launch, it's got all the media bases covered.
The mere announcement that BA2012 was on its way cleaned up online. That sell-out has created money-can't-buy coverage for the competition now running on Facebook.
Putting the cherry on what is already a well-iced cake, the brand unveiled its new airline on the morning of the restaurant's launch to widespread acclaim.
With a star-spangled restaurant-cum-gallery-cum-cinema premiere to secure yet more media, this stunt is flying first class.