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BMW Group Designworks USA and Singapore Airlines Redefine First Class

By Pardhasaradhi Gonuguntla

Singapore, Singapore – Reported by Erin Riley for Elite Traveler, the private jet lifestyle magazine

As if being the luxury leader of the world’s most stylish and technologically advanced sports cars and sedans wasn’t enough, the BMW Group is bringing its unbridled innovation and effortless style to a noticeably larger shape and size, a Boeing 777-300ER. In a generation-defining collaboration, the BMW Group subsidiary DesignworksUSA joins with one of the foremost leaders in premium commercial aviation, Singapore Airlines, to create their brand-new deluxe First Class cabin and seat design.

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.

Applying the tried-and-heralded comfort designs of luxury automobiles to aviation travel comes as an inevitable and undeniable step forward in the world of luxury travel. DesignworksUSA and Singapore Airlines will bring its First Class passengers an experience that, despite its ground-breaking novelty, will feel like a long-awaited union. In addition to cabin ambience improvements, the exquisitely enhanced seat design that will offer more privacy, a roomier interior and more personal stowage space. At 35-inches wide, seats are considerably wider than any other conventional First Class seat and exquisitely upholstered in fine-grained leather with mahogany wood trimming.

“Singapore Airlines is considered by many to be the gold standard for passenger service and amenities,” says Laurenz Schaffer, president of 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.

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