Singapore Airlines has appointed two world-renowned design firms as it attempts to revamp its product amid growing competition from Middle East and other Asia-Pacific carriers.
Thecarrier has tasked BMW Group subsidiary Designworks USA, and UK and Singapore-based James Park Associates 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," says SIA.
Revamped seats, cabin interiors and 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.
“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 Tan Pee Teck, SIA’s senior vice president product & services.