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PROJECT |
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British Airways
The new Club World sleeper seat
Following six years of phenomenal success for the original Club World seat British Airways returned to tangerine and challenged us to create the next generation. Using the same unique footprint, the new seat and bed is now 25% wider but it occupies no more space on the plane.
The first project was about revolution, creating a completely original seating concept and fast-tracking it to market. The second was about evolution, with attention being paid to every nuance of the seat and its relationship to the aircraft cabin. No stone has been left unturned.
More space, comfort and a host of new features have been uncovered
from a thorough research and design process. Building on detailed
feedback from customers about their current experience, we explored and
defined how best to meet their aspirations for the future.
Extensive teamwork with British Airways, the seat manufacturer, and
other agencies has been crucial in raising the bar for the whole of the
passenger experience. Winkreative, headed by Tyler Brulé, developed the
design of the cabin interior. Davis Associates worked alongside us, once
again, to optimise the comfort and human factors of the seat.
Launched in 2000, the original Club World seat became the profit engine
of British Airways business and an icon for design and innovation. With the
introduction of the new Club World in 2006 British Airways is increasing
seat capacity by a staggering 8%.
To find out more about what it offers and our process, why not request a
press release from the links menu?
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Early form sketch that lead to a significantly wider bed. |
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Relaxing in the new "Z Bed". |
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