Singapore Airlines has deployed business class seats with a touch of novelty: they are turning into double beds in its flagship Airbus A380s, which will fly daily on the Singapore-Sydney route from December 18th.
The seats, as well as the new first-class suites, were unveiled yesterday at the Suntec Convention Center in Singapore where a hundred journalists from around the world were invited.
What's new in the second-generation superjumbo are products from JPA Design, which also created the airline's Boeing 777-300ER business-class cradles, launched in July 2013 and also featured on its Airbus A350.
The airline opted for a measured evolution rather than a radical revolution, keeping its new marketing slogan "space made personal, feel the difference".
There is enough space under the seat to store carry-on luggage and plenty of room to work, plus corners for items like laptops, tablets, smartphones, books and reading glasses.
With the help of a smartphone or tablet app, travelers will even be able to choose their mix of in-flight movies, TV shows and music before flying out of current catalog of KrisWorld. The list can then be synchronized with the seat on the WiFi system of the A380.
With the new Swish suites and seats, Singapore Airlines hopes to become an industry leader.
Sydney was chosen to have seen Airbus A380's original October 2007 launch of airlines, which was also the world's first commercial superjumbo flight.
Some Singapore-London services are expected to follow from March 2018, said Goh Choon Phong, the general manager of the airliner, during the program.
Four more A380s from the factory will appear from early 2018 and another 14 superjumbos in its fleet will benefit from an end-to-end upgrade, including the new seats, starting in late 2018 until 2020.
Speaking at the program yesterday, Mr. Phong said, "We are confident that the results will truly" impress "our customers and ensure that we continue to offer them a travel experience unique."
He said that Singapore Airlines would soon unveil new products so that the theme stands out – more space and more privacy.
Luxury suites offer greater privacy with design and features closer to a well-appointed room, including a separate bed and chair.
"Couples traveling together will be happy to know that not only are we keeping double beds in our new suites, but that they are now more luxurious and comfortable than before," Phong said.
Singapore Airlines has also made use of technological advances in aircraft.
The new business class seats feature a carbon fiber composite shell, compared to conventional aircraft seats that use metal as the main support. This creates a thinner base structure, which allows for more storage space under the seat.