How Dutch designer modified Diamond seat for KLM


When Dutch designer Hella Jongerius saw the B/E Aerospace full-flat Diamond seat selected by KLM for its new World Business Class, she knew that she could improve upon the design for the carrier’s customers.

“I simplified the shape, gave it more roundness so that you really feel like you’re in a cocoon and if you go flat, you’re really protected and alone,” she says in a fascinating new video about the making of KLM’s new World Business Class.

Indeed, privacy is something Jongerius sought to assure in modifying the design, which allows you to be “recognized as a person”, she says.

The designer explains how she brought Dutch aesthetic to the World Business Class cabin, used five different colors of seat covers, and ensured that the new carpets were manufactured from recycled KLM crew uniforms. KLM is the first to offer “cradle to cradle” recycled carpet, she says.

KLM president and CEO Camiel Eurlings says passengers can expect to “sleep like a baby” on the new seat.