Aircraft Seating Design by JPA Design

Singapore Airlines and JPA Design joined forces to launch their stunning Next Generation Business Class cabin aboard the airline’s new Boeing B777-300ER aircraft.

Client: Singapore Airlines
Category: Aviation

The seat and cabin launched in late 2013 on B777-300ER
Also fitted to A350 aircraft from 2016
Fitted to the Ultra Long Range A350 aircraft, launched in 2018, flying durations of over 18hr

Raising The Bar

Raising the bar again for Business Class air travel, Singapore Airlines and JPA Design launch their stunning Next Generation Business Class cabin, including a bespoke luxury Business Class seat. Launching aboard the airline’s new Boeing B777-300ER aircraft, and then fitted to Singapore Airlines’ Airbus A350 long haul fleet, including the exciting A350-900 ULR in 2018, operating the longest flights in the skies at almost 19 hours.

Legacy & Evolution

The Next Generation Business Class seat builds on the legacy of its predecessors by preserving the long haul Business Class cabin layout initially created by JPA in 2007 for the worlds first A380. The new generation product offers an additional two inches in bed length as well as improved comfort in both seating and sleeping positions and more stowage space to cater for the changing needs of business travellers. Singapore Airlines’ new B777-300ER Business Class cabin will be fitted with 42 seats, each of which offers a forward-facing seating position and a large fully lie-flat sleeping position. All seats have direct-aisle access, avoiding any step-over issues and enabling cabin crew to deliver the high standards of service for which Singapore Airlines is renowned.

James Park

Founder and Principal

The stars of the show on any Singapore Airlines flight are the cabin crew and the excellent service they provide. The importance of this throughout the design process cannot be overstated - every detail of the seat was carefully considered to ensure it enhances the effortless and elegant service offering.

Comfort Options

The seat maintains Singapore Airlines’ trademark width, with the 28-inch wide seat cushions making it one of the widest Business Class seats in the skies. It is also the most comfortable, offering increased recline angles and two different recline positions: Lazy- Z, where the passenger enjoys a cradled position with their weight and pressure centred and balanced; and Sundeck, where the customer’s legs can be placed up onto the ottoman, and the seat base and leg rest move to form a large, comfortable surface to relax upon.

At Hand

Storage within the seat space has been carefully thought through, with increased capacity, and tailored, intuitive spaces to suit a broad range of hand baggage and other items, ensuring that everything is at hand throughout the flight.

A Bold, Contemporary Design

Elegant, flowing curves and an innovative use of colours and textures form a contemporary, dynamic seat that emphasises the warm and welcoming environment to which Singapore Airlines' customers have become accustomed.

JPA Design also designed the 'soft items' which are provided to the passenger within the flight, including the vibrant cushion design, and comforting blankets and pillows which ensure the best possible quality of rest.

Tai Lu

Vice President Product Innovation

JPA fully understood our design philosophy, the importance of integrating customer service into the design and the need for a flexible approach to the various changes and fine tuning that were necessary, even at the last minute. Designing for cabin products is indeed a long journey, which includes the rigorous process of getting each and every material and mechanism certified for safety by the authorities. JPA’s skilled, creative and responsive team have stayed the course and have delivered an excellent product.