Why is Singapore Airlines’ new business class design trending?
Singapore Airlines' (SIA) new business class design is trending due to widespread criticism of its grey-and-yellow colour scheme, which some critics compare to dental chairs. Despite praise for functional improvements, the aesthetic has prompted strong reactions, with influencers and loyal customers expressing disappointment. The airline's CEO recently acknowledged the feedback, stating SIA will consider feasible changes, fueling further public discussion.
What happened
- 6 Nov 2026
SIA unveils new business class seats as part of a S$2 billion cabin upgrade across all classes, with designs entering service from mid-2027. [1][2][3]
- 11 Nov 2026
SIA CEO Goh Choon Phong addresses staff, acknowledging negative feedback on seat colours and stating the airline will evaluate potential changes. [2]
What you need to know
Critics, including influencers and former cabin crew, argue the grey-and-yellow palette feels 'clinical' and resembles dental chairs, clashing with SIA's premium brand image. [1][3]
SIA's CEO has not ruled out modifying the colours, though he emphasized the seats' improved functionality and privacy. [2]
A marketing analysis suggests SIA may have overlooked 'cultural symbolism' in its design research, focusing too heavily on ergonomics over emotional resonance. [1]
The redesign is part of a broader S$2 billion upgrade across all cabin classes, with new interiors set to launch in mid-2027. [3]
It remains unclear whether SIA will ultimately alter the business class colour scheme or other design elements in response to criticism.
Background
SIA's brand identity is deeply tied to perceptions of Asian elegance, warmth, and hospitality, which some feel the new design fails to reflect. [1]
The airline engaged three design firms (PriestmanGoode, Designworks, Factorydesign) for the overhaul, which involved input from 5,000+ stakeholders. [1][3]
Despite the backlash, reviewers have praised functional upgrades like enhanced privacy and space in the new seats. [2]
Questions people ask
Why are people criticizing SIA's new business class seats?
The primary criticism targets the grey-and-yellow colour scheme, which detractors argue looks clinical or cheap, unworthy of a premium airline. Some liken the seats to dental chairs. [1][3]
Has SIA responded to the backlash?
Yes, CEO Goh Choon Phong acknowledged the feedback on November 11, stating the airline will assess what changes are feasible. [2]
When will the new cabins enter service?
The redesigned cabins, including business class, are scheduled to launch in the second half of 2027. [3]
Where this came from
[1] channelnewsasia.com
Commentary: Why Singapore Airlines should welcome the backlash over new business class seats
Preview image from channelnewsasia.com
[2] businesstimes.com.sg
‘We’ll look at it, we’ll see what is feasible’: SIA CEO on new business-class seat colours
Preview image from businesstimes.com.sg
[3] marketing-interactive.com
SIA's influencer-led cabin reveal hits turbulence with netizens
Preview image from marketing-interactive.com
Found through Google Trends and drafted with AI from at least two cited sources. Published automatically after passing our automated checks for sources, wording and safety. It may not have been reviewed by a person yet. Report a correction.