Check out these photos of SIA's new seats and in-flight entertainment system

Products to be launched in 8 Boeing 777-300ER aircraft.

According to a release, Singapore Airlines launched its next generation of cabin products, set to be the new industry benchmark for premium air travel. Customers travelling on select flights between Singapore and London will be the first to experience the new cabin products from September, in First, Business and Economy classes. The new seats and KrisWorld in-flight entertainment system will be progressively rolled out to other routes as additional new aircraft enter service.

Singapore Airlines is investing nearly US$150 million to introduce the new products on an initial eight Boeing 777-300ER aircraft. The investment programme will be extended as the new products are introduced on Airbus A350 aircraft scheduled for delivery in the years ahead.

Today’s unveiling is the result of more than two years of working with worldrenowned design firms. BMW Group DesignworksUSA assisted with the development of the new First Class, James Park Associates assisted with Business Class and Massive Interactive with the in-flight entertainment system interface.

“The significant investment in our next generation of cabin products reaffirms our commitment to product innovation and leadership, and demonstrates our confidence in the future for premium full-service air travel,” said SIA’s Executive Vice President Commercial, Mr Mak Swee Wah.

“Special attention has been given to ergonomics, comfort, convenience and design, as well as to our customers’ interests and lifestyles. The task that we gave ourselves and our design partners when we started the process was to make ‘A Great Way to Fly’ even better. We are confident that we have delivered.”