SAS, excitingly, have announced a brand new cabin concept for their long haul aircraft. Featuring business class, premium economy and economy classes, the new cabin and seat designs leap the airline into 2014 with a loud bang. Competing against carriers such as Finnair who have already pushed their airline forward with new designed cabins, SAS haven’t fallen behind, showcasing they know exactly what customers want.


Being launched in early 2015, the retrofitted A330 and A340 fleet will offer state of the art business class seats and renovated premium economy (SAS Plus) and economy (SAS go) cabins. We are great fans of the new cabin designs. The designers have gone for a mix of business elegance with contemporary cool, the results are sophisticated, warm and welcoming, and there is a hint of Winkreative’s Swiss interior designs which we are also huge fans of.

The business class cabin, featuring Thomson Vantage XL seats, was designed by Factorydesign, a UK based agency, that was part of the consortium that produced the beautifully executed Etihad A380 aircraft. Factorydesign have brought their ‘A game’ to the table here, producing a succinct and elegant product.


With touch points of wooden veneer, dark charcoal fabrics with topstitching and electric blue details. The airline can now proudly say they are both sleek and smart. To help keep a contemporary looking cabin, simple brand graphics and sleek HD screens finish the look, and provide a nice premium feel. “SAS customers will enjoy a totally new travel experience in our upgraded cabins. The new interior is designed to meet the needs of frequent flyers and substantially enhances our customer offer,” says Rickard Gustafson, President and CEO of SAS.


In business class, the new seats, which all offer aisle access are almost like first class private suites, offering privacy along with comfort. The super cool Scandi-bedding comes from Hästens, the oldest bed manufacturer in Sweden, to ensure that passengers enjoy a high class sleeping experience. If that doesn’t send you to sleep… maybe the massage function will. zzz…

In total, Seven SAS Airbus A330/A340s are having cabin upgrades. To make flights even more comfortable, SAS have introduced a new on-demand entertainment system with HD large screens, along with WiFi access for all passengers.

The vitals


Seat configuration: 2-4-2 
Pitch: 31″/32″ 
On-demand entertainment system with 9″ HD screens 
One power outlet per pair of seats plus individual USB port. 

SAS Plus 
Seat configuration: 2-3-2 
Pitch: 37″/38″ 
On-demand entertainment system with 12″ HD screens 
Individual power outlet and USB port. 

SAS Business 
Seat configuration: 1-2-1 
Direct access to aisle from all seats 
Fully flat seats minimum 196 cm length 
Massage seats 
On-demand entertainment system with 15″ HD screens 
Individual power outlet and USB port.

Certain aircraft in the current fleet will be upgraded and joined by new aircraft that will come into service from fall 2015. The changes are as follows: 
– Cabin upgrade on seven Airbus A330/A340s
– Four new Airbus A330-300s to be delivered in 2015 and 2016 
– Eight Airbus A350-900s to be delivered from 2018 onwards with an option on an additional six

The full picture

Posted by:Jonny Clark

9 replies on “SAS Introduce Brand New Long Haul Interiors

  1. It’s about time 😉 they were probably one of the last companies that still had those angled lie-flat seats, together with KLM (if I recall correctly). The design is great, but hey; what’s not to love about Scandinavian design! More sophisticated colours and the bulkhead design in the Business Plus cabin looks incredibly posh. Terrific job

  2. why oh why does everything have to be grey? What about colour and cultural references? Love the new South African interiors…clever touches here and there that make it come alive.

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