SAA has launched its new business class – this is what it looks like

·9 Feb 2017

Transport design consultants PriestmanGoode have released the first images of South African Airway’s new cabin and business class designs.

PriestmanGoode’s designs for the A330-300 fleet include Business Class and Economy Class cabins, as well as entrance areas, brand panels and cabin branding throughout the aircraft.

These new cabin designs will feature exclusively in South African Airways’ widebody fleet of new A330-300 aircraft.

According to Kim Thipe, head of marketing at SAA, the airline began working with the design firm in 2014 as part of a long-term programme to address the overall visual language of SAA across its passenger touch-points through a brand refresh.

“We wanted to create a strong identity that was both reflective of South Africa’s rich cultural heritage and designed to appeal to both domestic and international passengers,” she said.

“As a flag carrying airline, we understand that we represent people’s first and lasting impressions of South Africa, so investing in our passenger experience represents a commitment to our travellers.”

SAA’s new business class features include:

Upholstered personal stowage area, designed to store small valuable passenger items such as watches, rings, earrings, mobile phone etc. and a specific area for personal notebooks/small laptops.

Personal stowage shroud designed to create a distinct look for SAA which focused on integrating seat features such as passenger reading light and seat controls.

Monitor shroud designed to give the seat a more domestic appearance, including a soft stowage/stand for tablet devices for dual screening as well as standard stowage purposes. The 15” monitor is high quality resolution touch screen for enhanced viewing.

Cocktail table seamlessly integrates with the rest of the seat The flat bed measures close to 2 metres with ample width. Each passenger has large personal stowage areas as well as privacy and direct aisle access.

In addition to Business and Economy cabins, PriestmanGoode also designed entrance areas with branded welcome panels, as well as brand panels and literature pockets throughout the cabin.