Singapore Airlines' new business class seat design sparks social media criticism

Singapore Airlines' recent overhaul of its business class seats has provoked a wave of criticism on social media. Users have complained that the new colour scheme – a mineral grey with bright yellow accents – departs from the carrier's historic deep blues, golds and oranges, and does not reflect Singapore's cultural identity.

Julia de Bono, CEO of BMW Designworks, which was commissioned for the redesign, said the palette was chosen deliberately. > "We wanted the cabin to feel high-tech, luxurious and future-forward. Mineral greys are everywhere right now; they give a balanced, stable feel."

She added that the airline aimed for a modern, progressive look that could stand on its own, describing the design as "like a suit with a sneaker – modern and fresh."

Singapore Airlines vice-president of Product Experience Ong Wah Li echoed the intent, stating that the seat "has been designed to offer a fresh and contemporary take on premium travel… that reflects a modern, progressive, and forward-looking design philosophy."

Public reaction has been largely negative. Radha K, head of marketing for a Singapore tech firm, said the new colours "don't match Singapore Airlines' unique brand look and feel" and suggested the design makes the airline appear to be having an identity crisis. Commentators also linked the bright yellow to the airline's low-cost subsidiary Scoot, implying a downgrade in perceived quality.

Aviation analyst Shukor Yusof noted that while opinions are mixed, the redesign is unlikely to affect the airline's financial performance. "The seats may be rather bland to some, but I suspect it won’t hurt the bottom line at all," he said.

The redesign also includes a warm grey-blue premium economy cabin with orange accents and a blue economy cabin with grey trim.