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Nice. BMW Group subsidiary DesignworksUSA had been asked by Singapore Airlines to deliver more luxury to its First Class passengers. The next-generation First Class Design for the Asian airline has just been released.

images courtesy of designworksUSA

[ official release – edited ]
The BMW Group subsidiary DesignworksUSA and Singapore Airlines take off together. Design for the next generation of seats in First Class, Singapore Airlines delivers a lounge vibe with comfortable armchairs, high quality materials and soft colors.

Not new territory for the creative teams of DesignworksUSA: With its interior design for Boeing Business Jets, Embraer and Dassault Aviation, DesignworksUSA has given the industry a new impetus in recent years. The modernized design for seating and booths will be on display in September for the first time aboard the new Boeing 777-300ER on flights from Singapore to London.

Luxury atmosphere above the clouds.
Design challenges of a special kind align with today’s requirements in aviation with its high security standards, the luxury preferences of the passengers to reconcile. The overall atmosphere was redesigned, with more privacy and more personal storage space for luggage and travel accessories. Laurenz Schaffer, President of DesignworksUSA says, “In this project we were working studios in Los Angeles, Shanghai and Munich together very closely. Our global presence and our long-standing presence in Asia helped us to meet the requirements of Singapore Airlines to connect with the expectations of international passengers.” DesignworksUSA brings the expertise from many years of cooperation with premium customers from different areas of mobility, including BMW and Rollce-Royce Motor Cars, Yachts Intermarine and Zeydon.

Seats to lounge Islands.
The First Class passengers can indulge in lounge Islands now. In order to shield visually and acoustically, the outer walls of the seating area has been increased. The wall encloses the passenger seat like a protective arm. To sleep the chair is transformed into a generous bed where you can lie comfortably on the side. No matter what position – ergonomic perfection characterizes the new generation of seats. With a width of just 89 centimeters and a length of 208 centimeters, is now the seat of one of the most spacious in the new market. Much inspiration came from the interior design of the automotive industry with its terms of passenger comfort, interior design and usability. The design team brought calm with large and elegantly curved lines, with warm, modern shades of brown in the seating islands that convey a sense of living. Cool gray and metallic shades outside the boundaries privacy clearly from the environment.

The seat is upholstered with fine leather. The atmospheric lighting is discreetly incorporated into the design. Extensive testing with partners helped to optimize the light color and intensity. A series of personal storage compartments with bold colors inside makes moments of surprise. Elegant tables require no folding mechanism and can be easily and silently open and close.

[ DesignworksUSA ] is a creative consultancy that’s been driving innovation for forty years. Acquired by BMW Group in 1995, DesignworksUSA enables its parent company as well as internationally-renowned clients outside the automotive industry to grow their businesses through design and a portfolio of creative consulting services. With clients including Coca Cola, Dassault Aviation, Embraer, HEAD, HP, Intermarine, John Deere, Microsoft, Bay Area Rapid Transit (BART), Siemens and Varian Medical Systems, DesignworksUSA is deeply immersed in a broad cross-section of industries. Combining cross-fertilized knowledge with strategic long-term perspectives and global context provided by studios in Los Angeles, Munich, and Shanghai, DesignworksUSA draws upon its unique and vibrant resources to create the future.

[ Singapore Airlines ] Founded in 1972, the company began with a fleet of only ten aircraft, the airline has established itself as an airline in the world elite. Today there are more than 100 passenger aircraft going to 22 cities in 18 countries. The route network includes Singapore Airlines Cargo and SilkAir and covers 106 cities in 40 countries. In October 2007, the airline wrote aviation history. As the first company to put the world’s largest passenger aircraft, the Airbus A380, into regular service. In 2004, the A340-500 flew for the first time the longest non-stop scheduled flight in the world between Singapore and New York.

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