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

Singapore Airlines has introduced a redesigned business class seat that replaces its traditional deep blues, golds and oranges with a mineral grey and bright yellow colour scheme. The change, created by BMW Designworks, aims to give the cabin a high-tech, luxurious and future-forward feel, according to the design firm’s CEO Julia de Bono.

"The palette was deliberate. We wanted this business class to stand on its own, with its own attitude – modern, progressive, and refreshing," de Bono told journalists.

"Mineral greys – you see them everywhere right now – they are really having this balance and stable feel to them," she added.

The airline’s vice-president of Product Experience, Ong Wah Li, said the new seats are intended to reflect a contemporary design philosophy while maintaining a sense of sophistication and understated luxury.

"While Singapore Airlines' signature warm and classic aesthetic has served us well over the years, we wanted this new product to have its own character, combining a refreshing aesthetic with a sense of sophistication and understated luxury," Ong said.

Social media users have expressed disappointment, arguing that the new colours do not align with the airline’s iconic brand identity. Some commenters referenced national pride, suggesting the design feels disconnected from Singapore’s cultural values. Aviation analyst Shukor Yusof noted the mixed reactions but predicted the redesign is unlikely to affect the airline’s financial performance.

The redesign also updates premium economy and economy cabins, with warm grey-blue seats accented by orange in premium economy and blue seats with grey trim in economy.