American Airlines is using the tools of design to boost not just its profile but the idea of an airplane as a kind of hotel in the skies. "We're in the hospitality industry, and these are our guests. We want to make them feel as though they're at home," says Steven Moo-Young, director of onboard product planning and design of onboard products. "Our DNA is hospitality." The airline's redesign will eventually encompass its entire fleet, turning galleys into "lobby bars" and creating mood with lighting and private space.