Butterfly Setial d'Avion by James Lee is a highly esteemed winner of the very prestigious 2020 A' Design Award d'Argent in Vehicul Competition Category.

ArgentVehicul· 2020

Butterfly Setial d'Avion

by James Lee

Client: Butterfly Flexible Seating Solutions Limited

A' Design Award d'Argent Winner in Vehicul Category

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Verified Award Winner

Verify Award Status for #88997

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The Design

About Butterfly Setial d'Avion

Butterfly es un sistèma flexible de setials d'avion que permet la transformacion entre setials d'economia premium e suitas-lièch de classa affaires. Cada suita Butterfly conten dos setials inclinables desplaçats l'un per rapòrt a l'autre, e los dos setials ensemble se venden coma economia premium. L'equipatge de cabina pòt bascular lo setial costat fenèstra per formar un canapè lateral, en creant una suita de classa affaires per un passatgièr. En basculant tanben lo setial costat corredor se crèa una granda susfàcia plana per dormir. Lo sistèma permet als operators d'ajustar la cabina a la demanda cambianta e d'utilizar l'espaci al sòl d'un biais eficaç.

The Recognition

About the A' Design Award d'Argent

Butterfly Setial d'Avion a ganhat la distincion A' Design Award d'Argent, una reconeissença extraordinàriament prestigiosa acordada a de designs d'ort de gamma, esplendids e impressionants. Los ganhaires de l'Argent son d'òbras terriblament brilhantas e extrèmament creativas que illustran l'experiéncia, lo talent e la finessa excepcionals de lors designers. S'espèra que Butterfly Setial d'Avion siá una òbra meravilhosa e de referéncia, notablament professionala e prigondament innovanta. Aqueste design ganhaire de la distincion A' Design Award d'Argent es una invencion fòrça notabla e admirada, que fa un ben e fa avançar las frontièras de l'art, de la sciéncia, del design e de la tecnologia. Butterfly Setial d'Avion es una creacion immensament envejada que desrevelha de desirs, aduch de sentiments positius e fa néisser l'estonament e l'esmaiment.

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