Singapore Airlines calls in creative talent for new cabin product

Singapore Airlines calls in creative talent for new cabin product

Singapore Airlines has appointed two world-renowned design firms - BMW Group subsidiary DesignworksUSA, and UK and Singapore-based James Park Associates (JPA) – to help develop the next generation of in-flight cabin products that will be introduced from the second half of next year.

The appointment of the international design consultants is in line with SIA’s intention to remain at the forefront of airline product innovation, with the world’s best in-flight products in all classes of travel.

Revamped seats and cabin interiors as well as the latest generation of in-flight entertainment offerings will be introduced progressively, starting on new Boeing 777-300ERs that will enter service from the latter half of next year.

This will be followed by Airbus A350s and Boeing 787s, in addition to possible retrofits to aircraft already in service.

SIA operates more than 100 widebody aircraft and has had a longstanding policy of maintaining a young and modern fleet, which currently averages just over six years in age.

With more than 60 new aircraft on firm order with Airbus and Boeing, capital expenditure is expected to amount to nearly $12 billion over the next five years.

“Singapore Airlines is always looking towards the future and we have many major investments lined up for the years ahead to help us retain our leadership position,” said Tan Pee Teck, senior vice president product & services at Singapore Airlines.

“In this business if you are staying still you are moving backwards, as your competitors can catch up quickly. It is therefore important to always be planning for the future.”

DesignworksUSA is helping to enhance the First Class seat and cabin environment for new B777-300ERs that will be entering service from the second half of 2013.

From studios in Los Angeles, Singapore, Munich and Shanghai, work is currently underway to help further distinguish the Airline’s First Class from the competition and provide customers with a unique premium feel and experience, complementing the personalised service from our cabin crew.

In addition to cabin ambience improvements, a revamped seat will feature more privacy and personal stowage space, and improved seating comfort.

JPA, which has worked with SIA on earlier seat programmes, is also working with the Airline on a new generation Business Class seat.

It promises to offer improved comfort in both seating and sleeping positions, and more stowage space to cater to the changing needs of business travellers.

Work is being carried out from studios in Singapore and the UK.