SINGAPORE — Singapore Airlines (SIA) is defending the design of its next-generation Business Class seats after the airline’s highly anticipated cabin makeover triggered an unexpected wave of online criticism, with some passengers and aviation commentators comparing the grey-and-yellow interiors to dental chairs.
The controversy comes just days after the national carrier unveiled its most ambitious long-haul cabin transformation, backed by an investment of more than S$2 billion across First Class, Business Class, Premium Economy and Economy.
While the new Business Class seats feature sliding privacy doors, improved sleeping arrangements, enhanced ergonomics and additional personal storage, some viewers have questioned whether the cabin’s colour scheme looks sufficiently premium for one of the world’s best-known airlines.
The criticism became prominent after Darshen Kuna, a former Singapore Airlines cabin crew member and content creator, posted a video reacting to the new design on November 6.
He welcomed several functional improvements but took issue with the grey upholstery and yellow accents.
“When I sit on that new Business Class seat, instantly I will think I’m seeing my dentist, which is not usually a good experience,” he said.
SIA responded on November 11, saying the colours, materials and finishes were carefully selected to create a fresh, contemporary and refined atmosphere, supported by adjustable in-flight LED lighting.
The airline also said it would continue monitoring customer feedback and use operational insights to refine the passenger experience.
But the debate has exposed a challenge for the national carrier: even a multibillion-dollar investment can attract criticism if the final design does not match what premium travellers expect.
Singapore Airlines Says Its New Cabin Design Was Carefully Selected
Responding to questions from AsiaOne and Channel NewsAsia, Singapore Airlines defended the visual direction of its new Business Class cabin.
The airline said the colours, materials and finishes were selected to create a modern and refined environment, with adjustable lighting designed to complement the interior throughout the flight.
SIA also highlighted the functional improvements, including:
- Full-grain premium leather upholstery
- Sliding privacy doors
- Electronically adjustable dividers between selected centre seats
- Improved upper and lower lumbar support
- Enhanced leg-rest adjustment
- A redesigned reclining mechanism
- Larger personal display screens
- Additional storage compartments
- Wireless charging, USB ports and universal power outlets
The new Business Class seats are also designed to convert into fully flat beds measuring approximately 79 inches long and 24 inches wide.
Selected centre seats can be configured together to create a double-bed arrangement when the divider is lowered.
SIA said frequent flyers who attended the launch praised the privacy, spaciousness, comfort and practical convenience features.
The airline’s response suggests that it is standing behind the overall design while remaining open to feedback on specific elements.
However, the criticism has not disappeared, particularly among travellers who associate Singapore Airlines with a more traditional, understated luxury aesthetic.
Why Are People Comparing the New Business Class Seats to Dental Chairs?
The strongest criticism has focused on the cabin’s grey-and-yellow colour combination.
Darshen Kuna, who previously worked as SIA cabin crew and is also a member of its Priority Passenger Service Club, said he appreciated the sliding privacy doors but was disappointed by the appearance of the new seats.
His dental-chair comparison quickly became one of the most widely discussed reactions to the unveiling.
Other aviation commentators also questioned whether the design matched the premium image of Singapore Airlines.
Aaron Wong, founder of travel website The MileLion, described the colour scheme as cold and suggested that darker grey upholstery might have created a more sophisticated appearance.
He also questioned whether some of the finishes looked sufficiently premium.
US-based aviation blogger Ben Schlappig of One Mile at a Time was similarly critical, arguing that the Business Class cabin’s appearance did not match the visual quality of the airline’s First Class product.
The criticism has also included comparisons with gaming chairs and low-cost airline interiors.
However, these are individual design opinions, not objective assessments of the seat’s safety, engineering or long-haul comfort.
The distinction matters because a cabin can receive negative reactions for its appearance while still offering substantial improvements in functionality.
Not Everyone Is Disappointed With the New Seats
Despite the criticism, the new Business Class cabin has also received positive feedback.
Former radio DJ Rosalyn Lee defended the airline’s design direction, arguing that the reaction to the colour scheme had become excessive.
She pointed to the engineering, privacy features and premium materials behind the investment, saying that judging the entire product based on a colour accent overlooks its practical improvements.
Other passengers and reviewers have praised the sliding doors, adjustable seating and additional space around the footwell.
Singer-songwriter Tay Kewei also welcomed the privacy features and described the experience positively after trying the new seats.
However, she raised a separate question about seat width, noting that the seats appeared narrower than before despite improvements to the footwell.
That observation highlights a more substantive issue for frequent flyers.
For long-haul passengers, comfort is not determined by appearance alone. Seat width, sleeping position, legroom, storage, accessibility and the ability to move comfortably during a long flight can matter just as much as the cabin’s visual design.
The new product will ultimately be judged by passengers who spend many hours using it, not only by those who see it during a launch presentation.
SIA’s S$2 Billion Cabin Makeover Goes Beyond Business Class
The Business Class controversy is only one part of Singapore Airlines’ much larger transformation programme.
On November 6, the airline unveiled next-generation products across all four cabin classes as part of an investment exceeding S$2 billion.
The programme covers:
- First Class
- Business Class
- Premium Economy
- Economy Class
The upgrades also include a new KrisWorld entertainment system, enhanced dining and beverage offerings, updated amenities, high-speed connectivity and improvements to the wider travel experience.
The project is intended to strengthen SIA’s competitiveness in the long-haul market, where premium cabins have become an increasingly important battleground among international airlines.
Reuters reported that the investment is part of Singapore Airlines’ effort to maintain its position in the premium travel segment as competitors continue upgrading their own products.
The scale of the programme also reflects how airlines are increasingly competing through the entire passenger experience rather than simply offering transportation between destinations.
Read WWC ONE MEDIA’s earlier report: Singapore Airlines to Unveil New First and Business Class Seats Ahead of Its 2027 Cabin Rollout.
First Class Gets a Double Bed — One of the Biggest Features of the Upgrade
While Business Class has attracted the most criticism over its colour scheme, First Class has received attention for one particularly ambitious feature.
Singapore Airlines says selected centre seats in its new First Class cabin can be combined to create a double bed measuring approximately 80 inches by 60 inches.
The seats can also be configured as a shared sofa or kept separate for passengers who prefer individual privacy.
Other features include:
- Curved sliding privacy doors
- Poltrona Frau leather upholstery
- Soft wall panels featuring SIA’s batik motif
- Adjustable lumbar support
- Personal wardrobes and storage compartments
- Wireless charging and power outlets
- Face-to-face dining for two
The airline says the new First Class beds will be prepared with cotton bed linen, duvets, pillows and mattress toppers.
The design is intended to make long-haul travel more comfortable for passengers who want to sleep, work or dine together.
The new Business Class product also incorporates selected companion-bed configurations, although its layout and dimensions differ from the First Class offering.
New Entertainment System and Faster Internet Are Also Coming
The cabin upgrade is not limited to seats and sleeping arrangements.
SIA is also introducing a next-generation KrisWorld entertainment system with features designed to provide a more personalised in-flight experience.
The announced upgrades include:
- 4K high-resolution touchscreens
- OLED displays on selected aircraft
- Spatial audio
- Bluetooth connectivity for personal headphones
- A redesigned entertainment interface
- Wellness and personalisation features
- More than 2,500 entertainment options
The airline also plans to introduce high-speed internet connectivity through Starlink-enabled aircraft.
This is particularly important for business travellers who want to work during long-haul flights and passengers who expect reliable internet access for streaming and communication.
The connectivity upgrade will be introduced progressively on equipped aircraft, rather than being available across the entire fleet from the beginning.
More Than 100 New and Refreshed Dishes Will Complete the Experience
Singapore Airlines is also refreshing its dining programme.
Under its SIA Chef’s Selection initiative, the carrier announced more than 100 new and refreshed dishes across all cabin classes.
The selection includes new appetisers, main courses and desserts, with dishes developed by the airline’s in-house and guest chefs in collaboration with catering partners.
Business Class passengers can expect options such as char siew with wonton noodles, Singapore-style prawn noodle soup and other regional-inspired dishes.
The beverage programme is also being expanded, with additional wine and spirits selections.
The food upgrades are significant because the airline’s reputation depends on more than its seat designs.
WWC ONE MEDIA previously reported on the dining refresh and how SIA is changing its menus across the cabin classes.
Read: Singapore Airlines Unveils Major In-Flight Dining Upgrade Across All Cabin Classes.
When Will Passengers Actually Experience the New Business Class Seats?
Despite the November unveiling, passengers will have to wait before booking flights featuring the new cabin products.
Singapore Airlines said the new cabins will be introduced progressively from the second half of 2027.
The rollout will cover:
- 41 retrofitted Airbus A350-900 long-haul and A350-900 ultra-long-range aircraft
- The airline’s new Boeing 777-9 aircraft
The 777-9 aircraft are expected to feature all four new cabin products.
The retrofitted A350-900 long-haul aircraft will receive the new Business Class seats, while the A350-900ULR aircraft will also introduce First Class for the first time.
The airline’s rollout schedule is dependent on aircraft availability, retrofit work and the required regulatory approvals.
Reuters noted that delays affecting Boeing’s 777-9 programme have influenced the airline’s decision to introduce the new cabin products on its existing A350 fleet.
This means the November launch should be understood as the public unveiling of the products, not the beginning of widespread passenger service.
Travellers should check the aircraft type and cabin configuration before booking if they specifically want to experience the new seats.
Why the Design Controversy Matters for Singapore Airlines
The reaction to SIA’s new Business Class cabin illustrates how difficult it can be for an established premium airline to change its visual identity.
Singapore Airlines has spent decades building an image associated with understated luxury, warm cabin interiors and recognisable service standards.
The new grey-and-yellow Business Class design represents a noticeable departure from that traditional appearance.
For some passengers, that change feels modern and refreshing.
For others, it appears inconsistent with the airline’s premium reputation.
The debate also shows how social media can influence public perceptions before a new product even enters regular service.
Marketing-Interactive reported that the cabin launch generated significant online engagement, with discussion covering not only the Business Class colours but also seat comfort, Economy Class design, the rollout schedule and the overall value of the investment.
The discussion should not automatically be interpreted as a rejection of the entire cabin programme. Some critics have acknowledged that the new seats offer meaningful improvements even while questioning the aesthetics.
WWC ONE MEDIA has also covered public discussion surrounding the airline’s service and passenger experience.
Read: Tony Fernandes Praises Singapore Airlines Service but Criticises Its In-Flight Food.
The report illustrates how individual parts of the travel experience — service, connectivity, food and cabin comfort — can influence how passengers evaluate an airline.
Can Singapore Airlines Still Change the Design Before the Rollout?
One question raised by the criticism is whether SIA could adjust the Business Class colour scheme before the new seats enter regular service.
The airline has not announced a decision to redesign or replace the grey-and-yellow palette.
Instead, it has said it will continue monitoring feedback and use operational insights to refine the customer experience.
That leaves room for further adjustments, but there is currently no confirmation that the airline will make a major visual change.
The seats were developed through a process involving international design firm Designworks and manufacturer RECARO Aircraft Seating.
SIA also said its wider cabin programme was informed by research involving more than 5,000 frequent travellers, customers, staff and industry experts worldwide.
The company therefore appears confident in the overall direction of the product, even as it acknowledges that some design elements have divided opinion.
The Real Test Begins When the New Cabins Enter Service
Singapore Airlines has invested more than S$2 billion in an attempt to strengthen its long-haul passenger experience.
The new First Class double bed, Business Class privacy doors, upgraded seating ergonomics, improved entertainment system and expanded dining programme represent a substantial change to the airline’s cabins.
But the reaction to the Business Class colour scheme shows that even major engineering improvements can be overshadowed by a design decision that passengers do not immediately accept.
For SIA, the challenge is now to prove that the new cabins deliver the comfort, privacy and premium experience travellers expect.
The airline says it is listening to feedback, but has not announced a major redesign.
The new Business Class seats may look different from what loyal passengers expect — but once the cabins enter service in 2027, will the improved comfort and privacy win over critics, or will the controversial design remain the biggest talking point of Singapore Airlines’ most expensive cabin makeover?
