Posts Tagged ‘Boeing’
Aircraft Interiors ’10′: The Media Panel Experience
(From Left to Right) Carter Stewart, Tim Clark, Ben Bettel, Bob Lange (Airbus)
I was honoured to be on the opening day media panel of Hamburg Aircraft Interiors, and humbled to be in the prescene of some industry greats whom I admire. In particular were Bob Lange (Head of Aircraft Interiors- Airbus) and Tim Clarke (CEO of Emirates). I enjoyed sharing the stage with these gentlemen, but also confess that I walked away richer from the discussion, insights, and questions that these jouneryman aviation experts shared.
Unfortunately, Reza Soltanian (Regent Aerospace) was not able to make the conference due to the ongoing travel chaos, and was trapped in the States.
The theme of the Panel was “Preparing for the Upturn” and the key question for all of us is- if we can see a bit of recovery coming what do we think that airlines and suppliers will be keen to focus on, and more importantly spend money on.
From my perspective there are really several key themes, which as associated to the future passenger trends that we have identified in our people-centred design and scenario planning research:
- Harmonising Fleet LOPAs and Experience among the alliances- so that you can offer a truly seamless product.
- The Up and Coming Passenger: Digital Natives take to the skies. What will their needs and wants be and can we as in indsustry address them?
- The Rapidly Ageing Population and Air Travel: How will the largest segment of the human population in history over the age of 65 impact air travel? http://bit.ly/b8zWVb
- The “Supersize Passenger”: How can the industry meet the coming challenges from growing obesity rates and a general increase in passenger height? http://bit.ly/bHQCHk
- What about ultra long haul air travel? http://bit.ly/bQL7W4
Bob Lange received a number of questions regarding the new LH Airbus deliver that is happening tommorow, and also about his collaboration with Tim and The Emirates Team over the years to deliver their new product.
Tim Clark was asked a number of questions about the upturn and product sustainability. While he was keen to point out that he was not there to promote Emirates he was wanting to make the point that while load factors are incrasing steadily, there is still a fine balance between the premium cabins while at the same time focusing on the “main deck” product (Y).
It seemed that the question that the press was most interested in was the idea of premium economy, where is it’s brand position in the eye of the customer and what is the future of the F cabin. One of the points I would have loved to have spoken on was the new F offering from British Airways. Their labour relations and ash cloud issues aside, their new offering is truly interesting and breaks the mold for herrigbone configurations in a number of key ways- including more shoulder width during the recline. I am really impressed by this collaboration between B/E Aerospace ( http://bit.ly/cgiX4t ) Tangerine ( http://bit.ly/c4Y0gV ), and British Aiways.
For my own experience and perspective I think that F is not quite dead yet, and all the other panelist stopped short of really addressing the issue of F (short of Tim who did mention the new showers in the A380).
For my part I spoke briefly about what people like Air New Zealand and Altitude Interiors are doing with the new Skycouch product, and how this product could be seen to be further blurring the difference between the economy and premium economy cabins. http://bit.ly/dBcyOh
Another innovation product that is on show here this year is the Molton Labe Designs “sliding seat”, which I am very keen to go see in person. Effectively the prototype allows the carrier to temporarily widen the aisle by “sliding” the aisle seats in on themselves. A very interesting proposition, and feed quite nicely into the issues of accomodating both an aging traveller, as well as even the “supersize” traveller. It truly interests me from an innovation perspective.
That brings me to anothe point that Tim made in the discussion. While I maintained that these mega-trends were coming- he was keen to point out that carriers are often the drivers of these innovations. I do have to concende that Emirates has driven some great things in their time, and it is a perfectly fair comment! Bob then pointed out that you only have to look at the growth of #HAM10 over the last few years to see that there is a lot of innovation out there.
In talking before the discussion with Bob Lange from Airbus, I was telling him that I was about to sample the new AF A380 product i a months time. He said in that if I have an opportunity in particular Y LOPA, the seat is 1.5 inches wider than the average seat. He indicated that some people may dismiss this, but was keen to point out that “next time I am in a seat, try taking your laptop or a book and placing it between you and the armrest.” I look forward to experiencing this for myself shortly.
Overall, it was a great experience and I will post some picstures from the show over the next few days. I hope that by doing so, I can share as much of the show experience with those of you who were not able to make it- or are just interested in what we do.
Human Factors in Ultra-Long Haul Air Travel
Human Factors in Ultra-Long Haul Air Travel
It is generally agreed that non-stop flights to places like London – Sydney are well within the range of technical possibility, but the economics still prove elusive. As the industry and passengers work through the practical issues to make such “ultra-long haul” travel possible, what are the human factors and ergonomics that will be required to make passengers more comfortable without sacrificing yield?
The latest generation of airliners already goes a long way to addressing some of these issues. For instance, with the new generation of Boeing airpcraft, two of the most important issues related to passenger and crew comfort have been addressed in new and innovative ways.
The question of relative humidity and air quality on the new Dreamliner series of aircraft show a great deal of potential for increasing passenger comfort on any flight segment. While most commercial aircraft in operation today can give passengers a perfectly acceptable level of atmospheric conditions (equivalent to those at approximately 2,700 meters (9,000 feet) above sea level) there are some bio-dynamic stresses that such altitudes place on the body.*
The new Dreamliner claims to be able to deliver a cabin atmosphere of approximately 1,800 meters (6,000 feet) above sea level, which would represent a major increase in overall cabin air quality when measured in terms of relative humidity and constant oxygen content. Boeing claims that there is almost no difference between 1, 800 metres and sea level, although some of us who ski or hike may beg to differ just a little. Either way, this could mean a significant reduction in overall passenger comfort as well as lessen flight fatigue, making these ultra-long haul sectors more appealing.
In addition, there are a number of new cabin LOPAs (Layout of Passenger Accomodation) that in my opinion represent innovative moves forward for passenger comfort. Some of my personal favourites across all cabins include:
· The new “Sky Couch” being rolled out by Air New Zealand, and designed by Altitude Interiors. I am intrigued by the overall concept of offering this new product in the economy cabin, and believe that it represents a step change in cabin interior innovation for families, couples, and even individual passengers. I look forward to seeing how the economics of this new product play out in the marketplace.
· I am also truly impressed with the new British Airways First product. This collaboration between BA, B/E Aerospace, and Tangerine Design. While the aesthetic is pleasing, what I appreciate most about the new product is the increase in the shoulder width available to the passenger when reclined fully into the flat-bed. This detail alone sets this new seat and LOPA apart from other competing herring-bone products which I feel do not offer the same shoulder comfort for those passengers who might have a slightly different build from your average European passenger.
· I would also be remiss if I did not mention the existing and just emerging LOPAs for the A380 aircraft. From Singapore Airlines, Air France, and Emirates each new delivery seems to bring us something new and game changing in each of the cabins.
· I also believe that the new SWISS First and Business product built in collaboration with Sicma Aero offers trans-continental passengers a new and very comfortable experience in both cabins. From the very Swiss design incorporating the lightly coloured woods and whites, to the luxurious First Class suites, I feel there is potential here for these designs in ultra long haul aircraft as well.
On feature of particular value to the passenger in the know is the Business Class product: Row K. A lone Business Class Seat on the left of the aircraft, with generous personal space to your right, it exceeded all expectations.
Overall, I think that the major issue with ultra-long haul will be with the new aircraft and the emerging balance of new LOPAs and the unique yield opportunities that some of these innovations represent. It is my sincere belief that “fortune favours the brave” and that we continue to see cabin innovations of this quality for a long time to come.
Please contact us for further info.
Other links worth visiting:
Air New Zealand and their stand-alone firm Altitude Interiors Skycouch
Tangerine Product Designers and the New British Airways First Class Seat
B/E Aerospace and British Airways New First Class Suites
* These levels are perfectly acceptable, and do not
represent any compromise to passenger or crew member safety.