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Today: Singapore Airlines unveils its new First & Business Class cabins
Singapore Airlines has finally lifted the curtain on its highly anticipated next-generation cabin products, revealing an entirely new generation of First Class, Business Class, Premium Economy and Economy Class seats. The unveiling took place in Singapore on 6 November 2026, during a major launch event at Marina Bay Sands, attended by Singapore’s Minister for Transport, Jeffrey Siow, and hosted by the airline’s senior management.
Backed by an investment of more than S$2 billion (approximately US$1.6 billion), the new cabins represent one of the most significant product developments in Singapore Airlines’ history. The redesign introduces an entirely new First Class suite featuring what the airline describes as the largest double bed in commercial aviation, a more private Business Class seat with sliding doors, and redesigned Premium Economy and Economy Class cabins. The airline is also introducing improvements to its in-flight entertainment, dining, amenities, connectivity and ground experience.
There is, however, one aspect of the unveiling that has generated considerably more debate than Singapore Airlines might have anticipated: the color scheme of the new Business Class cabin. While the airline has made considerable efforts to improve comfort, privacy and functionality, the combination of grey upholstery and bright yellow-green accents has divided opinion among frequent flyers and aviation enthusiasts. And I have to admit that I am not particularly enthusiastic about the new look either.
In this article, I take a closer look at the new First Class, Business Class, Premium Economy and Economy Class products, the launch event, the controversy surrounding the Business Class design, and what Singapore Airlines’ CEO has said in response to the criticism.
The launch event in Singapore
On 6 November 2026, Singapore Airlines presented its new travel experience at a special event in Singapore, held at Marina Bay Sands. Singapore’s Minister for Transport, Jeffrey Siow, attended as the guest of honour, alongside Singapore Airlines CEO Goh Choon Phong and other senior executives.
The unveiling marked the culmination of a lengthy development process and several years of anticipation. Singapore Airlines had originally planned to introduce its next-generation seats much earlier, but the program experienced repeated delays, partly because of aircraft certification and supply chain challenges.
The airline’s latest announcement brings together more than just new aircraft seats. It represents a comprehensive investment in the passenger experience, covering everything from airport lounges and ground services to in-flight dining, entertainment, connectivity and onboard amenities.
Singapore Airlines has worked with three international design studios to develop the new cabins. British design firm PriestmanGoode was responsible for First Class, Designworks developed Business Class in collaboration with RECARO Aircraft Seating, while Factorydesign worked on Premium Economy and Economy Class in partnership with Collins Aerospace.
The airline says the designs were informed by extensive research involving focus groups, interviews, surveys and concept testing. More than 5,000 frequent travellers, customers, employees and industry experts contributed to the development process, with particular emphasis on comfort, privacy, intuitive functionality and adaptable spaces.
The new cabin products are part of an investment exceeding S$2 billion, covering 72 aircraft: 41 existing Airbus A350-900s undergoing refurbishment and 31 new Boeing 777-9 aircraft on order.
New Singapore Airlines First Class
The highlight of the unveiling is undoubtedly the new First Class product. Developed by PriestmanGoode and manufactured by Collins Aerospace, the next-generation suite represents a significant evolution of Singapore Airlines’ premium offering. The design places considerable emphasis on privacy, space and flexibility, creating an enclosed personal environment that feels more like a private room than a conventional aircraft seat.
The suites feature elegant curved walls, high privacy partitions and sliding French doors, creating a secluded space for passengers. Each suite also has three windows, allowing plenty of natural light, while electrically operated window blinds provide additional privacy and control over the cabin environment. The suite’s interior features sophisticated wood-grain finishes, integrated lighting, carefully positioned storage compartments and a vanity mirror. Singapore Airlines is also introducing wireless Bang & Olufsen headphones for First Class passengers.
One particularly interesting feature is the return of a separate seating arrangement. Rather than having to spend the entire flight in the same seat that converts into a bed (like in Singapore Airlines’ current First Class on the Boeing 777), the new suite incorporates a dedicated seat and sleeping area. An ottoman opposite the main seat also provides a comfortable place for a travelling companion to sit during meals, allowing passengers to enjoy dining together.
The central suites are particularly impressive. When traveling as a couple, the dividing partition between the two suites can be retracted sideways into the wall, creating a considerably larger shared space. The two seats can also be arranged as a double-wide sofa, while the sleeping configuration transforms into an enormous double bed. Measuring an impressive 80 by 60 inches (203 by 152 cm), the double bed is described by Singapore Airlines as the largest in commercial aviation. Its dimensions are comparable to those of a standard queen-size bed.
The entertainment system has also received a substantial upgrade. Passengers will have access to a large 32-inch 4K touchscreen display, with OLED technology on selected aircraft. USB-C charging, wireless charging and Bluetooth audio connectivity are also included.
Overall, the new First Class suite looks like a very compelling proposition. The enclosed design, separate seating and sleeping areas, companion dining arrangements and exceptionally generous double bed should make it particularly attractive for couples travelling together. It is a substantial step forward and potentially one of the most impressive First Class products in the industry.
New Singapore Airlines Business Class
The new Business Class cabin is arguably the most important part of the investment in terms of the number of passengers who will experience it. Developed by Designworks in collaboration with RECARO Aircraft Seating, the new seat introduces several important improvements over Singapore Airlines’ existing long-haul Business Class product.
The most noticeable addition is the introduction of individual sliding privacy doors. Singapore Airlines has finally joined the growing number of airlines offering fully enclosed Business Class suites, providing passengers with a considerably greater degree of privacy.
The seats are arranged in a staggered 1-2-1 configuration, ensuring direct aisle access for every passenger. All seats face forwards, while the alternating arrangement creates different levels of privacy and space. The individual suites feature privacy doors and partitions measuring approximately 52 inches (132 cm) in height. The new seat also has a generous 50-inch seat pitch, while the seat width measures 22 inches on the Airbus A350-900 and 24 inches on the Boeing 777-9.
The center seats are particularly interesting for couples. Depending on their position, some pairs can be configured with a lower privacy divider, allowing passengers to interact more easily. Selected center-seat pairs can also be converted into a double bed, making this the airline’s most couple-friendly Business Class product to date.
Another significant improvement concerns the sleeping arrangement. The existing Singapore Airlines Business Class seats have traditionally required passengers to flip the seat over manually to create a fully flat bed. The new design eliminates this rather unusual procedure: the seat reclines directly into a fully flat sleeping surface measuring approximately 79 inches (200 cm) in length. Passengers will also sleep parallel to the aisle rather than at an angle, as with the airline’s previous generation of Business Class seats.
The redesigned tray table is another welcome addition. It stows diagonally upwards when not in use, freeing up valuable space in the footwell. Storage compartments and charging facilities are positioned within easy reach, even when passengers are lying down.
The entertainment system features a large 20- or 22-inch 4K touchscreen, depending on the aircraft, alongside USB-C charging, wireless charging and Bluetooth audio connectivity. OLED screens will be available on selected A350 aircraft.
From a functional perspective, the new Business Class seat looks like a considerable improvement. Sliding doors, a proper recline-to-flat mechanism, improved sleeping ergonomics and more convenient storage should make long-haul journeys more comfortable. However, while the engineering and functionality are impressive, the visual design has become the subject of an unexpected controversy.
The new Business Class color scheme: Why is everyone complaining?
One of the biggest talking points following the unveiling has been the appearance of the new Business Class seats. Singapore Airlines has traditionally favored a relatively understated and sophisticated cabin aesthetic, with warm colors, elegant finishes and subtle details that reinforce its premium positioning. The new Business Class product takes a very different direction.
The seats feature light grey upholstery combined with bright yellow-green accents, including distinctive coloured detailing around the seat and various cabin elements. The overall appearance is considerably more contemporary and visually striking than the existing Business Class interior.
Unfortunately, the reaction has been far from universally positive. Almost immediately after the launch, social media platforms and aviation websites were flooded with comments questioning the color palette and overall finish. Some passengers compared the seats to dental chairs, while others suggested that the combination of colors looked more appropriate for a budget airline than one of the world’s leading premium carriers. Comparisons were also made with the bright yellow branding of low-cost airlines, while others questioned why Singapore Airlines had moved so far away from its traditionally elegant cabin design.
The criticism is not necessarily directed at the seat itself. In fact, many observers have welcomed the sliding doors, additional privacy and improved functionality. The main concern is that the materials, colors and finishes do not appear to reflect the premium image that Singapore Airlines has spent decades building. Some critics have also pointed out the apparent contrast between the sophisticated new First Class suite and the much more controversial Business Class interior. Although the two products were developed by different design studios, they will eventually share the same aircraft.
Singapore Airlines has defended the decision, explaining that the colors, materials and finishes were carefully selected to create a fresh, contemporary and refined ambiance. The airline has also highlighted the use of premium full-grain leather upholstery and adjustable LED cabin lighting, which can change the atmosphere throughout the flight. The airline’s design partners have similarly defended the more progressive approach, explaining that the intention was to create something refreshing and contemporary rather than simply repeating the existing design language.
My opinion: The new Business Class looks cheap
I have to say that I agree with much of the criticism surrounding the new Business Class cabin. While I appreciate the considerable improvements to the seat itself, I am not convinced by the visual design. In my opinion, the combination of light grey upholstery and bright yellow-green accents simply does not look particularly premium. It lacks the warmth, sophistication and understated elegance that I associate with Singapore Airlines.
The new color scheme feels somewhat generic and, dare I say, cheap. Instead of creating the impression of an exclusive Business Class suite, the interior reminds me more of a modern office chair or even furniture one might find in a medical environment. I understand that airlines need to evolve their designs and that contemporary does not necessarily mean traditional. However, there is a difference between creating something fresh and creating something that looks less luxurious than the product it replaces.
Singapore Airlines has built an exceptionally strong reputation for its premium passenger experience. Its existing First and Business Class cabins have generally been characterised by elegant materials, refined colours and a sense of understated luxury. I feel that the new Business Class design moves too far away from that identity. The contrast with the new First Class suite makes this even more apparent. The latter looks sophisticated, elegant and genuinely luxurious, while the Business Class cabin appears considerably less refined.
Of course, photographs and computer-generated renders do not always convey the appearance of an interior accurately. Nevertheless, first impressions matter, particularly when an airline is unveiling a multi-billion-dollar investment intended to reinforce its position among the world’s leading carriers. And my first impression of the new Business Class interior is unfortunately not a positive one.
Singapore Airlines CEO responds to the criticism: Is a redesign still possible?
Interestingly, the controversy has already reached the highest levels of Singapore Airlines. Initially, the airline defended its design choices, stating that the colors, materials and finishes had been carefully selected to create a contemporary and refined atmosphere. However, the criticism continued, prompting CEO Goh Choon Phong to address the issue directly.
Speaking on 12 November 2026 during a briefing on the airline’s first-half financial results, Goh acknowledged the feedback received following the unveiling and confirmed that Singapore Airlines would review the comments and consider possible refinements. His response was particularly interesting: “We will be reviewing the feedback and look into exploring any further refinements that would help enhance the customer’s experience.”
This is an important statement because it suggests that Singapore Airlines has not completely closed the door on changes to the new cabin design. The CEO also explained that the airline had selected different design agencies for its various cabin classes because the requirements of First Class, Business Class, Premium Economy and Economy are not necessarily the same. He reiterated that privacy had emerged as an important priority during the customer research process, which explains the introduction of higher partitions and sliding doors in Business Class.
It remains unclear whether any changes to the color scheme will actually be made. The airline has not announced a revised design or confirmed that the yellow-green accents will be removed. However, the CEO’s willingness to review feedback is encouraging.
Personally, I hope Singapore Airlines takes the criticism seriously. The seat itself appears to be an excellent product, and it would be a shame if an otherwise impressive new Business Class experience were let down by an interior design that fails to reflect the airline’s premium positioning. A more restrained color palette, perhaps incorporating warmer grey tones, darker accents and subtle touches inspired by the airline’s traditional design language, could make a considerable difference.
The fact that the new cabins are not expected to enter commercial service until the second half of 2027 also gives the airline some time to consider possible refinements.
New Singapore Airlines Premium Economy
Although much of the attention has focused on First and Business Class, Singapore Airlines has also introduced a new Premium Economy seat for its Boeing 777-9 aircraft. Developed by Factorydesign and manufactured by Collins Aerospace, the new seat is arranged in a 2-4-2 configuration, with 36 seats in total. The seat offers a pitch of 40 inches and a width of 19 inches, with up to nine inches of recline. It features full-grain premium leather upholstery, a four-way adjustable headrest and an improved leg-rest arrangement with an adjustable footrest.
Other details include an adjustable personal reading light, a redesigned folding tray table with an integrated device holder and a personal entertainment screen measuring up to 16 inches. The entertainment system supports 4K resolution, with OLED displays on selected aircraft, while USB-C charging and Bluetooth audio connectivity are also available.
While these improvements are welcome, the new Premium Economy seat is not a radical departure from the existing product. The overall design remains relatively conventional, and the seat does not incorporate individual privacy doors or particularly prominent privacy wings.
More importantly, passengers traveling in Premium Economy on the retrofitted Airbus A350 aircraft should not expect to receive this new seat. Singapore Airlines will retain the existing Premium Economy seat on these aircraft, with refreshed upholstery and an updated entertainment system.
New Singapore Airlines Economy Class
Economy Class has also received a redesigned seat, although the changes are naturally more focused on practical comfort than luxury. The new Economy Class cabin on the Boeing 777-9 will feature 204 seats arranged in a 3-4-3 configuration. The seat width is approximately 17.6 inches, with a pitch ranging from 31 to 32 inches.
One of the most interesting improvements is the four-way adjustable headrest, which should provide better support for passengers trying to sleep during long-haul flights. Singapore Airlines has also introduced redesigned cushioning and a new seat-recline mechanism intended to provide additional clearance around the knees and shins. The seats feature wool-blend fabric upholstery and a redesigned folding tray table.
Each passenger will have access to a personal entertainment screen measuring up to 13 inches, with 4K resolution and OLED technology on selected aircraft. Bluetooth audio and USB-C charging are also included.
These are sensible improvements that should make the Economy Class experience more comfortable and convenient. However, there is an important distinction concerning the rollout. The completely new Economy Class seat will only be installed on the Boeing 777-9. Passengers travelling on the retrofitted Airbus A350 aircraft will retain the existing Economy Class seats, with refreshed upholstery and an updated entertainment system rather than a completely new cabin. In other words, the new Economy Class product will not be available across the entire long-haul fleet when the refurbishment program begins.
Beyond the seats: New dining, amenities and in-flight entertainment
Singapore Airlines’ investment extends well beyond the physical cabin interiors. The airline is also introducing a series of improvements to the wider onboard experience.
The new KrisWorld entertainment system will feature high-resolution 4K touchscreens, OLED displays on selected aircraft, spatial audio and Bluetooth connectivity for personal headphones. The redesigned interface will offer more than 2,500 entertainment options, alongside new personalisation and wellness features.
Connectivity is another important part of the upgrade. Singapore Airlines is introducing Starlink high-speed satellite internet on selected aircraft, allowing passengers to stream content, work online and stay connected during their journeys.
The dining experience will also receive attention, with more than 100 new and refreshed appetisers, main courses and desserts across the different cabin classes. The airline is introducing new beverage selections and custom-designed Christofle serviceware for Suites, First Class and Business Class.
Amenities have been upgraded as well. Suites and First Class passengers will receive new SISLEY amenity kits, while Business Class customers will receive BYREDO kits. Premium Economy passengers will receive amenity kits from INK & WATER, while Economy Class customers will receive a specially designed collectible pouch containing travel essentials.
Another welcome addition is the introduction of sleeper suits in Business Class for the first time. These will complement the new 100% cotton sleeper suits introduced in Suites and First Class.
On the ground, Singapore Airlines has also invested more than S$130 million in renovating, refreshing and expanding its SilverKris lounges worldwide. At Changi Airport, First Class passengers will benefit from enhanced dining facilities, priority immigration and security clearance, and a dedicated concierge service with meet-and-greet assistance and buggy transfers at selected airport touchpoints.
When will the new Singapore Airlines cabins enter service?
Despite the unveiling in November 2026, passengers will have to wait before experiencing the new cabins on an actual flight. Singapore Airlines currently expects the next-generation products to enter commercial service from the second half of 2027.
The new cabins will be progressively introduced across 41 retrofitted Airbus A350-900 long-haul and A350-900ULR aircraft, as well as 31 new Boeing 777-9 aircraft.
The Boeing 777-9 will feature all four new cabin classes, including First Class, Business Class, Premium Economy and Economy.
The Airbus A350-900 long-haul aircraft will receive the new Business Class seats, while retaining refreshed versions of their existing Premium Economy and Economy Class cabins. The A350-900ULR will also receive the new Business Class product, with the additional introduction of First Class for the first time on this aircraft type.
The rollout will therefore vary considerably depending on the aircraft passengers choose to fly on.
The delay is another disappointment for Singapore Airlines, which originally expected the new cabins to enter service considerably earlier. Certification issues affecting the seats and the Boeing 777-9 programme have contributed to the postponements. Nevertheless, the investment demonstrates that Singapore Airlines remains committed to maintaining its position in the highly competitive long-haul market.
Final thoughts
Singapore Airlines’ new cabin products represent a major investment in the future of the airline. The new First Class suite looks particularly impressive, with its enclosed private environment, separate seating and sleeping areas, companion dining arrangements and exceptionally generous double bed.
The new Business Class seat also introduces several important improvements, most notably sliding privacy doors, a more practical sleeping arrangement and additional space for couples travelling together.
However, I believe the airline has missed an opportunity with the visual design of its new Business Class cabin. The grey-and-yellow color scheme does not, in my opinion, communicate the level of refinement and luxury that I have come to associate with Singapore Airlines.
Fortunately, the airline’s CEO has indicated that feedback will be reviewed and that further refinements remain possible. I sincerely hope that Singapore Airlines considers making some adjustments before the new cabins enter commercial service.
Ultimately, a great Business Class product needs more than just a comfortable seat and a privacy door. The materials, colors, lighting and overall atmosphere are equally important in creating an experience that feels genuinely premium. Singapore Airlines has the opportunity to deliver one of the most compelling long-haul cabin experiences in the industry. I hope the airline gets the final details right.
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TBH – I’m on the positive side. I like it and oddly enough very close to the interior of our Mercedes. I look forward to your personal review, photos and renderings notwithstanding.
We are planning to fly to Frankfurt in September 27. What is the chance that the new business class will be available then?
The new business class looks significantly better than the current product too 😀