SIA Appoints World-Renowned Design Firms For Next Generation of Cabin Products
Singapore Airlines (SIA) 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. 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,” said Mr Tan Pee Teck,
SIA’s Senior Vice President Product and Services.
“DesignworksUSA and JPA are working with us to develop our newest generation of cabin products and the collaboration has
been extremely positive to date. Working with our own teams in our dedicated product innovation department, and taking
into account customer feedback, we are all genuinely excited about the in-flight products that will be introduced from
next year, which will improve upon our existing award-winning cabin offerings.”
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
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.
SIA is also not overlooking economy class, as the airline’s premium positioning extends across all classes of travel.
Development work is currently underway focusing on key areas such as improved seat and headrest comfort and personal
space for travellers.
New in-flight entertainment and connectivity offerings, and enhanced cabin lighting will also be progressively
introduced to ensure that SIA builds upon its leadership position and longstanding status as one of the world’s most
"Every five years or so, we unveil our latest generation of cabin products, so this is a very exciting time for us,”
said Subhas Menon, SIA’s Regional Vice President South West Pacific. “Since our successful launch of the A380 in 2007
we've been looking at setting a new standard of comfort. Based on customer feedback, our vision is to deliver greater
spaciousness across all cabins, along with greater privacy in the premium cabins and greater sleeping comfort, in
particular, for our customers in economy.
“Our roots are firmly anchored in doing what is right by the passenger, we believe in making air travel a great part of
any journey. We look forward to sharing the detail of our plans with our loyal customers in NZ in due course.”
Specific details of the new product offerings will be announced in due course.