Butterfly Sella Aeronavis by James Lee is a highly esteemed winner of the very prestigious 2020 Praemium A' Design Award Argenteum in Designatio Vehiculorum Competition Category.

ArgentumVehiculum· 2020

Butterfly Sella Aeronavis

by James Lee

Client: Butterfly Flexible Seating Solutions Limited

Praemium A' Design Award Argenteum Winner in Vehiculum Category

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Verified Award Winner

Verify Award Status for #88997

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The Design

About Butterfly Sella Aeronavis

Butterfly est ratio sedendi flexibilis aeronavis quae transformationem inter sellas classis oeconomicae praestantioris et cubilia plana classis negotialis permittit. Unumquodque cubiculum Butterfly duas sellas reclinabiles continet, altera ad alteram alternatim dispositas, et ambae sellae simul ut classis oeconomica praestantior venduntur. Ministri aeronavis sellam fenestralem invertere possunt ut lectulum lateralem efficiant, cubiculum classis negotialis uni vectori creantes. Sella quoque ad ambulacrum inversa superficiem magnam planam ad dormiendum praebet. Haec ratio operatoribus permittit ut cameram ad postulationem mutabilem accommodent et spatium pavimenti efficaciter utantur.

The Recognition

About the Praemium A' Design Award Argenteum

Butterfly Sella Aeronavis victor est Praemii A' Design Award Argenteum, honoris eximie amplissimi formis summi generis, pulchris et conspicuis dati. Victores Argenti opera valde splendida et creandi ingenio praedita sunt, quae praestantem peritiam, talentum et acumen auctorum suorum ostendunt. Exspectatur Butterfly Sella Aeronavis opus mirabile, exemplare, valde professionale et penitus novum fore. Haec forma Argento victa inventum notabile et admiratum est, quod ad fines artis, scientiae, formandi rationis et technologiae promovendos confert. Butterfly Sella Aeronavis creatio est, quam multi invident, quae cupiditates excitat, sensus bonos affert et admirationem miraculumque movet.

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