Singapore Airlines - News Releases (2013)
Singapore Airlines Unveils Next Generation Of Cabin Products
Executive Vice President Commercial, Mr Mak Swee Wah
“The significant investment in our next generation of cabin products reaffirms our commitment to product innovation and leadership, and demonstrates our confidence in the future for premium full-service air travel.”
9 July 2013 - Singapore Airlines today launched its next generation of cabin products, set to be the new industry benchmark for premium air travel.
Customers travelling on select flights between Singapore and London will be the first to experience the new cabin products from September, in First, Business and Economy classes. The new seats and KrisWorld in-flight entertainment system will be progressively rolled out to other routes as additional new aircraft enter service.
Singapore Airlines is investing nearly US$150 million to introduce the new products on an initial eight Boeing 777-300ER aircraft. The investment programme will be extended as the new products are introduced on Airbus A350 aircraft scheduled for delivery in the years ahead.
Today’s unveiling is the result of more than two years of working with world-renowned design firms. BMW Group DesignworksUSA assisted with the development of the new First Class, James Park Associates assisted with Business Class and Massive Interactive with the in-flight entertainment system interface.
“The significant investment in our next generation of cabin products reaffirms our commitment to product innovation and leadership, and demonstrates our confidence in the future for premium full-service air travel,” said SIA’s Executive Vice President Commercial, Mr Mak Swee Wah.
“Special attention has been given to ergonomics, comfort, convenience and design, as well as to our customers’ interests and lifestyles. The task that we gave ourselves and our design partners when we started the process was to make ‘A Great Way to Fly’ even better. We are confident that we have delivered.”
Singapore Airlines’ new First Class seat, set in a modern, welcoming cabin, offers customers enhanced comfort in their own personal sanctuary. Each seat features a new fixed-back shell design with curved side panels to provide a clear demarcation of personal space, for added privacy. At 35 inches in width and with an increased bed length from 80 to 82 inches, it is one of the most spacious First Class products in the sky.
Extensive research was conducted to determine how best to increase the comfort of the new First Class seat. An ergonomically sculpted cushion and improved adjustable headrest have been introduced for greater seating comfort, while new features such as a padded headboard for extra support and an additional mattress layer ensure customers enjoy a good rest.
In line with our renowned customer service philosophy, more thoughtful and convenient features have been introduced. For example, the seat now boasts a stylish passenger control unit that includes a new switch to provide customers easier access to turn off their in-flight entertainment monitor, and for cabin crew to do so without disturbing customers when they are resting.
Another key feature is the in-seat lighting. In-depth research was carried out with lighting experts to develop not only a stylish reading light, but one that also provides a conducive environment for reading or working. Extensive tests were carried out to determine the optimal light colour and intensity, with brightness adjustability. In addition to reading lights, the seat features ambient lighting, which not only accentuates the seat design but also serves as a night light in a dimmed cabin.
Complementing the experience is a new state-of-the-art in-flight entertainment system. First Class customers can enjoy the new KrisWorld on a sleek 24-inch LCD screen, with video touch-screen handsets.
To ensure that personal devices are within easy reach, even while charging, both eXport and USB ports are discreetly located within a leather-lined bespoke stowage compartment by the side of the seat. HDMI ports have also been added to provide the flexibility for customers to use KrisWorld as their own personal media player.
The new Business Class seat blends modern sophistication with functionality, to address business travellers’ requirements for more flexibility, comfort and privacy.
Set in a warm and inviting cabin, the seat offers greater recline at 132 degrees and features an improved ergonomic seat cushion. When converted, it becomes the industry’s widest full-flat bed, at 78 inches in length. The seat also features a padded headboard cushion for enhanced comfort.
In addition, the new Business Class seat boasts two new seating positions - ‘Lazy Z’ and ‘Sundeck’ - following in-depth research and feedback from customers. These additional lounging positions provide even greater flexibility for customers to choose their preferred ways to work or relax.
Taking into account customer feedback for increased stowage space, there is now an amenity stowage area on the side console and a laptop stowage area.
Other enhanced features include an 18-inch LCD screen and video touch-screen handset for customers to enjoy the next generation KrisWorld, as well as an all-in-one business panel including in-seat power supply, USB port, eXport and HDMI ports. Like the new First Class seat, the new Business Class seat boasts a floodlight reading light and the LCD monitor on/off switch for added convenience.
Through the use of innovative design and materials, the new Singapore Airlines Economy Class seat provides additional comfort, with increased personal space and legroom. Each seat, which features a refreshed contemporary fabric design, comes with new backrest seat cushions with side bolsters for better back support. An ergonomically sculpted headrest cushion, which supports an increased range of height adjustments, offers better neck support.
Customers can also enjoy the new KrisWorld in-flight entertainment experience on a wider 11.1-inch monitor, featuring an intelligent and unique touch-screen graphical user interface (GUI) accompanied by a video touch-screen handset.