Designworks, a BMW Group company, has designed a new a business class seat for EVA Air, which is being showcased on the Boeing 787-9 Dreamliner.
While strategically maintaining ties to traditional elements of the brand, the target was to step away from a ‘conventional’ seat design built off heritage, and move towards a more unique and mature design, creating bold and differentiated experiences for its passengers. Approaching this challenge by focusing on the end-to-end passenger in-cabin experience, including meal service access and user-friendly feature design, Designworks’ approach incorporates streamlining stowage, whilst maximising spaces for productivity and entertainment.
“At a time where consumer expectations continue to rise across their daily brand interactions, mobility industries must constantly adapt to rapidly changing customer needs,” said design director Johannes Lampela from Designworks’ LA Studio.
“For the aviation industry this means balancing flexibility with a structured environment, providing privacy without isolation, as well as complete connectivity within a premium and relaxed setting. We recognised that EVA business class experiences needed to focus on bringing fresh and memorable interactions to its passengers, making service, design, and brand work together. Our goal was to take a proven seat platform and make it unique to EVA,” he continues.
From privacy, service, interaction, stowage, and amenities, the design team explored the holistic passenger experience.
For EVA, both the cabin environment and seat need to represent the mature, confident, contemporary and tailored approach to the EVA customer experience. Heavily influenced by architecture and furniture design, an intentionally muted, warm colour palette is used as part of the seat design, to complement the colourful accents provided by EVA signature service and amenities.
Wool carpet, natural leather and rich custom textiles have been used to deliver both comfort and luxury. The colour choice of the flight attendants uniform during the meal service has been carefully planned and curated – to ensure a premium, highly customised environment unique to EVA.
