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Flex 2010


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Seymourpowell announces details of a new seat layout system designed to offer clear advantages and improvements to current and pre-existing layouts.

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Flex 2010

  1. 1. PRESS RELEASE Privacy or conviviality – Giving your customers the choice Seymourpowell designs new seat layout systemLondon, UK, 14 September 2010 – leading global design and innovation companySeymourpowell is today announcing details of a new seat layout system designed tooffer clear advantages and improvements to current or pre-existing layouts. The newdesign has been developed by Seymourpowell with particular focus on the business andpremium travel segment of the high- speed and long distance rail market.Whilst omni directional and fold over seats have existed for years, the increasing need tooffer travellers the flexibility and choice of sitting with others in a spirit of conviviality, orin the privacy of a separate zone has not been implemented in the mass market yet.Jeremy White, design director at Seymourpowell explains, “The core of the idea allowstwo (or more) sets of seats to face another two sets of seats creating a so called ‘bay’ orclub seating system where people can share the space in a convivial manner.”From this arrangement of shared space, by rotating two (or more) of the seats (one ofthe facing pairs for example) by an angle sufficient to turn the occupant away from theseat in front of them, the layout changes to two sets of facing seats with an immediatelevel of privacy between the two facing pairs of seats, or ‘cocoons’. There is a wholerange of methods of providing privacy between the adjacent seat pairs, since the rotatedseat now faces in the opposite direction to its original position. In the case illustrated anairliner style rigid back shell on the seat is proposed.Furthermore, for those travelling alone, from the original bay arrangement of two (ormore) sets of facing seats a single seat can be rotated to face away from the seat infront, providing privacy for a single occupant, whilst allowing conviviality for theremaining set of three occupants.Sequences of the core layout arranged together create a system where a hugecombination of facing pairs, facing quads, and single seats in a line (so called airlinestyle) can be provided for, allowing great flexibility of the orientation of seating within theenvironment and of the overall layout of an interior space. The conversion can beundertaken very quickly by the operator/owner of the interior environment. With the
  2. 2. addition of utility units and appropriate lighting, both the physical space and the relevantambience can be changed very easily to suit customer preference and mood.White adds, “In the case of rail vehicles, we envisage passengers and public would pre-book a specific layout to suit their needs – travelling in groups, pairs or the privacy oftravelling solo. In some circumstances the occupant of the seats could re-configure theirspace according to their requirements at the time. For rail operators in the business andpremium segment this means being able to offer customers increased convenienceand/or privacy according to personal choice.”The design also potentially allows for the conversion from a meeting or dining space to aset of sleeping spaces. If the rotated seats are designed to convert to loungers or beds,it is possible for an operator to offer a convivial space that can be converted to a privateresting or sleeping space. Jeremy White concludes, “It may be that the same vehiclescould offer a different service with higher density bays in the daytime and a lower densitysuper premium sleeper service according to demand and routing requirements. Thisinnovation provides flexibility for both operators and passengers.” ***ENDS***For further information:Tim DuncanPR Global, SeymourpowellEmail: HYPERLINK "" tim.duncan@seymourpowell.comTel: +44 (0) 20 7386 2369About Seymourpowell – the shape of things to comeSeymourpowell is one of the world’s leading design and innovation companies. Foundedin 1984 by Richard Seymour and Dick Powell, the London-based group of award-winning designers has produced some of the ‘milestone’ products of the last twodecades. The company is now part of the Loewy Group.Seymourpowell is currently 80 people, combining a design studio, research centre,materials library and prototyping workshop.Seymourpowell has a unique holistic approach to design and innovation, which
  3. 3. combines in depth experience and up to date intelligence about people, markets andbusinesses. The company has the ability to forecast and interpret the vital implications ofbehaviors and work out future scenarios to give its clients the confidence andreassurance they are making the right decision.Seymourpowell is skilled in exploiting ideas that create real value and always look tomove clients forward creatively. Seymourpowell is not just a company of visionarythinkers, but future ‘doers’. Ultimately, Seymourpowell is about making things better:better for people, better for business and better for the world.Specialisms include design innovation, transportation design, ethnographic userresearch, strategy and new product development (NPD), trends and forecasting, productdesign and development, 3D structural design and 2D graphic design