BMW's designworks partners with EVA air to create new business class seat

taiwanese airline EVA air challenged BMW group’s designworks to create a new business class seat complimenting the brand’s airline whilst strengthening their premium, unique and global positioning. 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.

images courtesy of designworks/EVA

from privacy, service, interaction, stowage, and amenities, the design team has explored the holistic passenger experience. heavily influenced by architecture and furniture design, an intentionally muted, warm color palette is used as part of the seat design, to complement the colorful accents provided by EVA signature service and amenities.wool carpet, natural leather and rich custom textiles elevate the seat to a true luxury product, whilst keeping it comfortable and durable at the same time.

designworks approached this challenge by focusing on the end-to-end passenger in-cabin experience, including meal service access and user friendly feature design. it incorporates streamlining stowage, whilst maximizing spaces for productivity and entertainment. by creating a seamless space that integrates features cleanly and provides ample horizontal work surfaces, the design language focuses on professional travellers seeking a productive yet relaxing environment. the new seat design is showcased on the boeing 787-9 dreamliner.

‘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 recognized that EVA business class experiences needed to focus on bringing fresh and memorable interactions to its passengers, making service, design, and brand work together.’