Butterfly Primary Function: Kadera Kappala' Ottang by James Lee

Butterfly Primary Function: Kadera Kappala' Ottang by James Lee is a highly esteemed winner of the very prestigious 2020 A' Design Award Salaka in Desain Kendaraan, Mobilitas sibawa Transportasi Competition Category.

SalakaKendaraan· 2020

Butterfly Primary Function: Kadera Kappala' Ottang

by James Lee

Client: Butterfly Flexible Seating Solutions Limited

A' Design Award Salaka Winner in Kendaraan Category

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Verified Award Winner

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Colors

The Design

About Butterfly Primary Function: Kadera Kappala' Ottang

Book Text: Butterfly iyanaritu séwa sistem kadera kappala' ottang malemma' iya wedding'é ripancaji polé kadera premium economy lao ri suite business class iya wedding'é riléwu maddénréng. Tungke' suite Butterfly mattampu' duampulo kadera iya wedding'é riréwe' iya sisilaringngé silélé, na iya duana kaderaéro ripabbalu' sipa'-sipa' selaku premium economy. Awak kappala'é wedding'i nabaléngngi kadera ri seddéna tellongengngé untu' mancaji couch ri wirinna, mébbui séwa suite business class untu' séddi passeng. Rékko ribaléng towi kadera ri seddéna lalengngé, mébbui séddi tampa maloang malebba' untu' matinro. Sistem'é palolongngi pangngoperasi mappasikoa' cabin'é lao ri paréllau iya maddupa-rupaé sibawa napaké madécéng-décéng onrong lopo'é.

The Recognition

About the A' Design Award Salaka

Butterfly Primary Function: Kadera Kappala' Ottang iyanaritu pakoro A' Design Award Salaka, pakalebbi iya malompo tongeng iya ripabbere ri desain tingkak pole, cantik sibawa mappakita. Pakoro Salaka iyanaritu karya iya macennning tongeng sibawa kreatif iya mappakita keahlian, bakat sibawa ketajaman pikkiran tau mabbuat. Butterfly Primary Function: Kadera Kappala' Ottang ripakkirangngi mancaji karya iya magello, mancaji pakkitaang, profesional sibawa inovatif iya dalleng. Desain pakoro A' Design Award Salaka iyae iyanaritu penemuan iya lebbi riissengngi sibawa ripuji, iya pawangekeng sibawa mappalaong wates seni, sains, desain sibawa teknologi. Butterfly Primary Function: Kadera Kappala' Ottang iyanaritu ciptaan iya riennengi tau maega, iya mappabbura keinginan, mappabbere perasaan makessing sibawa mappabbentuk ketakjuban.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Butterfly is a flexible aircraft seating system that allows instant transformation between premium economy and business class flatbed suites. The concept enables operators to adjust their cabin configuration to real-time market changes, allowing them to make efficient use of valuable floor-space, increase aircraft utilization and reduce business risk. It also gives passengers new ways to configure their own space, whether it is a cosy private retreat or a family-friendly social space.
Tags: Aircraft Seating, Flexibility, Transform, Airline, Business class, Premium Economy
Inspiration: Demand is never constant, yet aircraft configurations are usually fixed. As a passenger, I often noticed wasted space on flights. Sometimes economy class is overbooked but business class is rather empty, sometimes the opposite occurs. And as someone who have once worked in an airline, I reckon the need for an adaptable seat that can react to changing market demand. The implication to the operational efficiency is transformative, much like a caterpillar transforming into a butterfly.
Project Duration: The project started in 2014 in Hong Kong and is still ongoing.
Operation Flow: Each Butterfly suite is made of two reclining seats staggered relative to each other. When both seats are used, they are sold as premium economy class. Airline crew can flip the window seat over to form a side couch, which turns it into a long-haul business class suite for one passenger. When the aisle seat is flipped over as well, it forms a flat surface continuous with the side couch, which together forms a large sleeping surface long enough for a passenger to lie flat diagonally.
Patents: Patented
Team Members: James Lee
Vincent Tam
Lars Rinne