EVA Air has unveiled its new business class seat, designed in partnership with BMW Designworks. Designworks’ dedicated global aviation team has provided solutions that complement EVA Air’s identity whilst strengthening its premium, unique and global positioning.
Whilst strategically maintaining ties to traditional elements of the brand, the target was to step away from a ‘conventional’ seat design, and move towards a more unique and mature design, creating bold and differentiated experiences for its passengers. Focusing on the “end-to-end passenger in-cabin experience”, including meal service access and user-friendly feature design, Designworks’ approach incorporates streamlining stowage, while 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 Johannes Lampela, Design Director, BMW Designworks.
“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,” Lampela added. From privacy, service, interaction, stowage, and amenities, the design team explored the holistic passenger experience.
Both the cabin environment and seat 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. 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.
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. The highest level of attention to detail has been considered throughout the customer experience – even 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.
The new seat design is showcased on the Boeing 787-9 Dreamliner.