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SIA Appoints World-Renowned Design Firms For Next Generation of Cabin Products

14 August 2012 - 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. 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 & 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 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.


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 headrestcomfort and personal space for travellers.


New in-flight entertainment & 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 innovative airlines.


Specific details of the new product offerings will be announced in due course.


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About Singapore Airlines:


When Singapore Airlines was formed in 1972, it operated a modest fleet of 10 aircraft to just 22 cities in 18 countries, most of which were in Asia. With a commitment to fleet modernisation, product and service innovation and market leadership, the Airline quickly distinguished itself as a world-class carrier. Today SIA, the world’s most awarded airline, operates a modern passenger fleet of more than 100 aircraft. Its network, including Singapore Airlines Cargo and SilkAir destinations, covers 106 cities in 40 countries.


A member of the Star Alliance, Singapore Airlines made aviation history in October 2007 as the first to fly the world's largest passenger aircraft, the Airbus A380. This is synonymous with the carrier's efforts to be a leader in civil aviation. In 2004, it launched the world’s longest non-stop commercial flight between Singapore and New York (Newark) using the Airbus A340-500 aircraft.


About DesignworksUSA:


BMW Group subsidiary 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 a portfolio of creative consulting services. With offices in North America, Asia and Europe, DesignworksUSA is deeply immersed in a broad cross-section of industries. Combining cross-fertilized knowledge with strategic long-term perspectives and global context, DesignworksUSA draws upon its unique and vibrant resources to create the future. Earlier in 2012, DesignworksUSA opened its new studio in Shanghai, its first such facility in mainland China.


About James Park Associates:


Based in London and Singapore, James Park Associates (JPA) was founded in 1982 and specialises in designing high quality interiors for the aviation, transport and hospitality sectors. JPA combines creativity, technical innovation, commercial acumen and attention to detail to create interiors which surpass the expectations of their clients and the end-users. JPA has a long-standing relationship with Singapore Airlines and their first collaboration was the design of the award-winning B747 First Class Suite which launched in 1998. Since then JPA has worked with SIA on the highly acclaimed A380 Business Class and B777-300ER First Class seats. JPA’s relationship with SIA also extends to the design of the First Class Check-in and Lounge at Changi Airport which opened in 1998. JPA has won many industry and design awards for its cabin interior designs. The company has designed interiors for luxury trains, as well as for numerous luxury hotel projects all over the world. It is also working on airport lounge projects around the world.



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