Singapore Airlines will unveil the next generation of its seats and cabin interiors in July, ahead of their inflight debut on selected long-range Boeing 777-300ER, with first flights tipped for September.
The global launch, to be held in Singapore on July 9, also comes ahead of a worldwide redesign of the airline's SilverKris airport lounges.
All eyes will be on Singapore Airlines' ultra-luxe first class suites, which have been reimagined by BMW's Designworks USA outfit and come as SQ faces increased competition from Middle East airlines in the premium travel market.
But most business travellers will be paying close attention to SQ's all-new business class seats. These have been designed by James Park Associates, which created the airline's current business class seat as well as Cathay Pacific's highly-regarded new business class.
The new business class seats retain a forward-facing design rather than adopting the angled and staggered herringbone layout being adopted by many airlines.
However, the design will provide more storage for pieces of personal carry-on kit such as mobile phones, iPods and reading glasses, and is also said to offer increased privacy.
Singapore Airlines has earlier said it would target "improved comfort in both seating and sleeping positions" on the new business class seats, which some passengers criticise for a lack of relaxing positions and being too wide to let them get properly comfortable.
The cabin upgrade also includes touchscreen displays on the inflight video system.
The new seats and refreshed cabin interior will be fitted to Singapore Airlines' new Boeing 777-300ER and Airbus A350 aircraft, although they can also be retrofitted to the current fleet including SQ's flagship Airbus A380 superjumbos.
Australian Business Traveller will be attending the launch of Singapore Airlines' new seats & cabin interiors as a guest of SIngapore Airlines.
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About David Flynn
David Flynn is the editor of Australian Business Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.