Singapore Airlines has launched its next generation of cabin products.
It covers a wide range of features meant to set the new industry benchmark for premium air travel: from curved side panels for clear demarcation between seats, to ergonomically sculpted cushions and in-seat lighting.
It is the fine details that spell comfort and give a traveler a sense of home away from home.
Travelers on select flights between Singapore and London are the first to experience the new cabin products this month in first, business and economy classes.
Other routes will follow.
Singapore Airlines is investing nearly US$150 million to introduce the new products on an initial eight Boeing 777-300ER aircraft.
For more than two years Singapore Airlines worked with world-renowned design firms.
BMW Group DesignworksUSA helped develop the new first class, James Park Associates the business class. Massive Interactive assisted 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, Mak Swee Wah.
“Special attention has been given to ergonomics, comfort, convenience and design, as well as to our customers’ interests and lifestyles.”
First class
Singapore Airlines’ new first class seat has a new fixed-back shell design with curved side panels to provide clear demarcation of personal space, for added privacy. It is 35 inches in width, with an increased bed length from 80 to 82 inches. It is one of the most spacious first class products.
Extensive research determined 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 comfort.
Other new features are a padded headboard for extra support and an additional mattress layer.
For convenience, the seat now has a stylish passenger control unit that includes a new switch to make it easier for the passenger to turn off his/her in-flight entertainment monitor, and so that the cabin crew can do so without disturbing the passenger.
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’s also conducive to reading or working.
Extensive tests were carried out to determine the optimal light color and intensity, with brightness adjustability.
In addition to reading lights, the seat has ambient lighting, which not only accentuates the seat design but also serves as a night light in a dimmed cabin.
There is a new state-of-the-art in-flight entertainment system. In first class is the new KrisWorld on a sleek 24-inch LCD screen, with video touch-screen handsets.
For easy reach, both eXport and USB ports are discreetly located within a leather-lined bespoke stowage compartment by the side of the seat.
HDMI ports have been added to allow passengers to use KrisWorld as their own personal media player.
Business class
The new business class seat has greater recline at 132 degrees and has an improved ergonomic seat cushion.
When converted, it becomes the industry’s widest full-flat bed, at 78 inches in length. The seat also has a padded headboard cushion for enhanced comfort.
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—passengers can choose their preferred ways to work or relax.
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 so passengers enjoy the next-generation KrisWorld.
There’s also an all-in-one business panel including in-seat power supply, USB port, eXport and HDMI ports.
The new business class seat has a floodlight reading light and the LCD monitor on/off switch for added convenience.
Economy class
The new economy class seat has bigger personal space and legroom. Each seat, with its refreshed contemporary fabric design, has 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.
Passengers can also enjoy the new KrisWorld in-flight entertainment on a wider 11.1-inch monitor, with an intelligent and unique touch-screen graphical user interface (GUI) accompanied by a video touch-screen handset.
In-flight entertainment
Travelers will soon experience the next-generation KrisWorld, the world’s most advanced in-flight entertainment system, on new Boeing 777-300ERs.
The new KrisWorld, based on a Panasonic Avionics hardware platform, will initially be available on eight new B777-300ERs beginning this month.
“We are constantly looking to improve the in-flight entertainment experience for our customers. Last year, we introduced Internet and mobile data connectivity services, and with this next-generation KrisWorld, customers can expect advanced hardware, an innovative yet intuitive user interface, and a wide selection of thoughtfully curated content to suit our customers’ preferences and prevailing trends,” said SIA’s senior vice president for product and services, Tan Pee Teck.
Working with renowned design company Massive Interactive, Singapore Airlines has seamlessly integrated the functionality of the video touch-screen handset into the core design of a new, innovative KrisWorld user interface.
This ensures that navigating through menus and programs is intuitive and user-friendly.
Customers will be able to multitask among the varied entertainment options available.
For example, they may watch a movie, while using the handset to get the latest news or track the aircraft’s flight path.
Passengers may also use the handset as a touch-screen trackpad to navigate KrisWorld.
New features such as “Quick Search,” where a flick of the handset pulls up a playlist of entertainment choices, are also being introduced.