BMW Group DesignworksUSA creates a unique experience for passengers traveling in First Class.

Singapore Airlines chooses the BMW Group subsidiary for an exclusive project

“A quieter, more spacious and exclusive atmosphere”.

Munich / Newbury Park / Singapore. The BMW Group subsidiary DesignworksUSA has been appointed by Singapore Airlines, which is widely regarded as the leader in premium commercial aviation, to create its new First Class cabin and seat environment. The revamped First Class seats and cabin interiors will be introduced, starting on Singapore Airlines’ new Boeing 777-300ER’s that will enter service from the latter half of 2013. Work on this flagship project was kicked off at DesignworksUSA’s Singapore studio and will be supported by their Los Angeles, Munich, and Shanghai studios.

“Singapore Airlines is considered by many to be the gold standard for passenger service and amenities”, says Laurenz Schaffer, President, BMW Group DesignworksUSA. “Through both readily apparent elements such as color, textiles and tactile surfaces, together with subtle holistic details that reveal themselves over the course of the journey, Singapore Airlines and DesignworksUSA will create a quieter, more spacious and exclusive atmosphere for the First Class passenger who demands nothing but the best”, Schaffer continues.

DesignworksUSA is helping Singapore Airlines to distinguish its First Class from the competition and provide customers with a unique premium feel and experience complimenting the personalized service from its cabin crew. In addition to cabin ambience improvements, the revamped seat will feature more privacy and personal stowage space, and improved seating comfort.

DesignworksUSA has deep experience both in the ultra-luxury transportation and aviation categories, working closely with brands including BMW and Rolls-Royce Motor Cars, Embraer, Dassault and Boeing Business Jets. Further examples of “first class” seating and furniture created by DesignworksUSA for more terrestrial environments include the multi-award winning Metro40 Collection for LandcapeForms (2010), the Emeco 1951 chair (2009) and the AllSteel “Clarity” collection (May 2012).

Source: BMW Asia