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July 2013
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DesignworksUSA brings a premium
experience to airline passengers
Munich / Los Angeles / Singapore
- BMW Group DesignworksUSA and Singapore Airlines are soaring to new
heights. The task for BMW Group subsidiary DesignworksUSA was to deliver
more luxury to Singapore Airline`s First Class passengers – far from
uncharted territory for the globally operating design consultancy.
With
its interior designs for Boeing Business Jets, Embraer and Dassault
Aviation, DesignworksUSA has injected fresh impulses into the sector
over recent years. On behalf of the high-profile Asian carrier and its
discerning clientele, the designers have now endowed the First Class
cabin with a new look along with an extra helping of comfort, space and
privacy. The updated design for the seats and suites will make its debut
this September on board the new Boeing 777-300ER on selected flights
between Singapore and London.
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One of the top echelons of the design sector came up with a keen
challenge for DesignworksUSA: to reconcile the aviation brief and its
stringent safety standards with the luxury requirements of passengers.
Tapping into the creativity of the BMW Group subsidiary, Singapore
Airlines aimed to further enhance its First Class facilities and set new
benchmarks for luxury-class comfort in the skies. The entire ambience
has been redesigned to offer passengers not only raised luxury levels
but also greater privacy and increased stowage space for luggage and
travel accoutrements. |
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“In First
Class the topics are luxury, infotainment and the service quality that
is expressed by design. Efficiency and functionality have priority”,
says Laurenz Schaffer, President of DesignworksUSA. “Our studios in Los
Angeles, Shanghai and Munich worked very closely together on these
projects. Our global locations and our long standing presence in Asia
helped us to meet the demands of Singapore Airlines, as well as the
expectations of international flight passengers”, Schaffer continues.
DesignworksUSA draws on its expertise from many years of working with
premium customers in various mobility sectors, among them BMW and
Rollce-Royce Motor Cars, Intermarine and Zeydon Yachts.
From the moment they board the
aircraft, First Class passengers are pampered in their lounge-like
islands. In order to shield these havens of peace visually and
acoustically, the outer walls of the seating area have been extended and
embrace the passenger like a protective arm. For sleeping, the luxury
seat turns into a large bed comfortable enough for reclining on one’s
side. At 35 inches in width and with an increased bed length from 80 to
82 inches, the seat is one of the most spacious First Class products in
the sky.
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Both the design language and the
colour and material concept signal maximum levels of comfort, taking
their cue from automotive interior design when it comes to passenger
comfort, spatial configuration and functionality. The design team has
imbued these onboard spaces with an aura of tranquillity. Large surfaces
and elegantly sweeping lines coupled with warm, modern shades of brown
within the seating islands all evoke the ambience of a living room.
Cooler grey and metallic tones on the outside, meanwhile, clearly
demarcate the private zone from its surroundings – a colour concept that
continues into the carpeting to accentuate the impression of a personal
cocoon.
Only high-grade materials are
permitted to fly First Class. The seat is lined with fine leather, while
a new covering technique for the upholstery increases tension in the
material, which remains smooth and – even after hours of use – appears
pristine. Atmospheric lighting has been discreetly assimilated into the
design. Extensive tests were carried out to determine the optimal light
colour and intensity. A range of personal storage cubbies in the front
entertainment area add surprising touches with their striking interior
colours. Elegant tables are integrated into the front of the seating
area; they can be extended simply and quietly without the need for any
folding mechanism.
Photo: BMW
(July 09, 2013)
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