Style and Design Group has been shortlisted for the Cabin Design – Concept Award in The International Yacht & Aviation Awards 2023.

With Switch, Style and Design Group intended to elevate the Premium Economy passenger experience with a stylish and versatile product providing more comfort and freedom during long-haul flights.

Premium Economy emerged in 1992 with EVA Air – the seat simply being an extension of an Economy class seat. It is mostly recognised that it has not evolved a lot in the past decades. With Switch seat, Style and Design Group are proposing a solution for an airline to motivate an economy passenger to pay extra without eroding revenues from business class passengers. In this context, Style and Design carefully analysed this market segment, building a deep understanding of passengers, what they need and value but also what their limitations are with current products.

The vision with this new seat (38 in. pitch, 7 or 8 abreast) is to craft a comfortable and versatile concept to become a considered and robust product with the highest levels of perceived quality. Switch will offer a meaningful and valuable passenger experience unique to this seat class.

With Switch, the designers focused on 3 aspects: new kinematics offering a wider range of adjustments (cause we all have a different perception when it comes to comfort), modular architecture allowing solo travel with individual monitors and tables as well as companion travel with a double seat transforming into a sofa for two passengers and a widescreen cinema experience and a full desk, and finally a new signature unique to this cabin segment with a streamlined styling embedding relevant details and features.

Switch was debuted at the Aircraft Interiors Expo and the feedback was unanimously positive. Comfortable kinematics, a refreshed look and feel, the level of modularity with smart table and monitor systems make this concept a unique value proposition for this segment without any negative impact of the cabin density.

Style and Design Group

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