AI America Preview 2008 10/7/08 10:15 Page 24
24
A TSO IN
MONUMENT CLOTHING
One of the most significant events in the evolution of first class seating came about
in the late nineties when British Airways introduced a lie-flat bed on B747’s and
B777’s. While this event has been widely documented, let’s view it as a pivot point
in considering the changes to first class seating over the last ten years
Starting around the same day that two airlines separate classes to have the identical seats in herringbone layout of 180° lie-flat beds, everyone
obtained competing city-pair routings, the war to both Business Class and First Class. The took notice. Suddenly, traditional seating paled in
differentiate branding was unleashed. Branding differentiation rested solely in the amount of comparison and the buzzwords became a “suite”
is of course heavily weighted to the first class recline. When First class seats received the initial that could morph into a “flying bed” - A TSO in
experience; living space, amenities, culinary, applications of individual personal video displays, monument clothing. While the seat OEM’s could
attendant service, and dedicated lavatories all the gap began to grow. These IFE applications cope with the demands initially, ultimately new
contribute in some way. But no one item paced required sophisticated arm mechanisms for sources of supply support would be necessary.
the change of branding more than first class rotating the monitors through the stow and in- The problem rested primarily in the complexity
seating (and it’s Evil Twin - personal InFlight use positions of the monuments. They lavishly incorporated
Entertainment). The last ten years have brought (spawning a compound contours, housed enough IFE
a sea change of differentiation. supply to be considered mini-VCC’s and
Styling in the interiors business is the name of had to be produced in
the game and one-upmanship occurs super-size me quantities.
seemingly daily. Some is driven by Combining these high-
concept, some by new profile products with the
materials, and then some by subjective whims of airline
true innovation. The gradual executives took miracle
evolution makes it easy to work to get the products to
overlook just how much things the market.
have changed. Maybe more The AIM Group had
importantly, is just how much it already been providing every
takes to stay in the game. known monument structure
Throughout the eighties and to the aviation community for over thirty
early nineties, first class seating mainly years. So when the world’s most prestigious
provided the passenger with a large, overly chain specialising in video seat companies came calling, they were ready to
padded structure tailored to a sizable girth. monitor arms). Meanwhile, the collective IFE and step-up and help.
Sophisticated Inflight Entertainment systems had electrical demands coming from the airlines were As a partner to most major seating
yet to differentiate the cabins. In fact, the drastically challenging anything the seat companies, AIM has provided the design,
evolution with IFE has been so dramatic that manufactures had previously encountered. development, testing, manufacturing, and
many tourist class seats today eclipse even the The real shock came in the mid-nineties certification, of both Business and lie-flat First
most sophisticated applications in first class through the development of the B777. The Class seating furniture. The list of customers is
seating of just five years ago. But of course so introduction of 16g regulations was a blow to the both prestigious and extraordinary.
do mobile phones, so back to seats. seat manufactures while they learned how to Now with over 3000 First and Business class
The first classer of ten years ago was treated negotiate in this new environment. seat shells delivered to their credit, AIM Aviation
to an upscale meal, additional real estate, The first B777’s delivered to British Airways has acquired some skill in dressing up TSO
attentive service, and recline that could negotiate broke the norm with a very different Queen Anne seats, with perfectly fitted monuments!
maybe a few hours sleep. It was not totally motif seat, albeit with traditional appropriations.
uncommon to see those airlines operating three However, when BA cut-in the later deliveries with a AIM Group Booth 459
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