Since its introduction, SAS's flagship business class seat has set a new benchmark for Scandinavian luxury in the sky. As of 2025, these suites are now fully integrated across the long-haul fleet, offering a sophisticated upgrade for discerning travelers. We had the opportunity to experience the finalized prototype with SAS Design Director Kristine Mayer, exploring the curated details that distinguish this product in a competitive market.
Fully flat with direct access to the aisle for all
Announced as a transformative upgrade, SAS’s latest long-haul cabins now feature comprehensive enhancements across all travel classes. Business Class, in particular, boasts a fully horizontal bed and a 1-2-1 seating arrangement, ensuring every passenger enjoys direct aisle access. The seats are engineered with advanced ergonomic lumbar support for optimal comfort during long-haul journeys. SAS continues its collaboration with premium Swedish bedding brand Hästens, providing plush duvets and pillows for the 196 cm (77 inch) lie-flat bed, making rest at altitude truly restorative.
The innovative staggered cabin layout maximizes privacy and makes clever use of space, extending the seat’s usable length thanks to a cleverly integrated shelf that forms part of the bed when reclined. This upgrade does result in a reduction of seat count—now 32 seats on the A330 and 40 on the A340—allowing for enhanced personal space.
Entertainment is now delivered on crisp 15-inch high-definition screens, a significant leap from the previous 10.4-inch models. The Zodiac Rave system provides a rich, intuitive inflight entertainment experience, reflecting the latest trends in passenger engagement.
Spacious HD screens and thoughtfully designed storage solutions further elevate the onboard experience.
Decide for yourself how soft you want your seat
Experiencing the seat firsthand revealed several thoughtful innovations not immediately apparent in marketing materials. One standout feature is the customizable firmness: both the main and quick-access control panels offer five distinct firmness settings, allowing travelers to tailor the seat’s feel from plush to supportive. The difference is instantly noticeable when adjusting the seat between upright and reclined modes.
In terms of practical design, the water bottle holder has been discreetly relocated behind the seat controls, adjacent to the table. This intelligent placement ensures easy access and allows bottles to remain securely stowed during takeoff and landing—an improvement over previous layouts where storage was less convenient.
Seat control layouts and water bottle placement reflect SAS’s attention to ergonomic detail, making it easy for travelers to personalize their environment.
Intuitive seat controls enhance the overall user experience, allowing for seamless adjustments mid-flight.
New design with two different tempos
SAS’s holistic approach to design extends far beyond their lounges, shaping every aspect of the onboard experience. The overarching concept draws from two distinct moods: Retail (for pre-security spaces, emphasizing branding and recognition) and Hospitality (post-security, focused on relaxation and wellbeing). Onboard, this translates into a calming, understated environment where subtle luxury takes precedence over overt branding.
The Business Class cabin features a richer, darker palette, utilizing premium textiles for both comfort and durability. While leather is often favored in premium cabins, SAS’s choice of high-grade fabric is both sustainable and resilient, complemented by a signature blue accent that traces the seat’s silhouette—a refined nod to the airline’s heritage.
The front bulkhead of the business cabin, crafted entirely from fabric in harmony with the grey curtain, stands as a testament to SAS’s dedication to both aesthetics and regulatory compliance.
Color palettes and textures in SAS Business Class are carefully curated to evoke tranquility and sophistication, setting a new standard for Scandinavian inflight design.
Schedule
SAS began introducing the new cabins in early 2015 and has since completed the retrofitting of its entire long-haul Airbus fleet. Today, travelers can expect the new Business Class experience on all SAS-operated intercontinental routes. The airline’s commitment to a consistent premium product is evident, with ongoing minor refinements ensuring continued excellence.
Color and material selections continue to reflect the signature SAS aesthetic, unifying the fleet’s premium cabins.
With the transformation now fully realized, SAS is well-positioned to compete at the highest level of international business travel.
What does BusinessClass think?
While fully flat beds in a 1-2-1 configuration have become the industry norm, SAS’s execution is polished and competitive, elevating its standing among leading European carriers. The cabin’s darker tones create an unexpectedly calming atmosphere, enhanced by adjustable ambient lighting built into the shelving—ideal for both work and rest.
During our evaluation, the seat’s initial firmness was easily adapted using the customizable settings, resulting in a highly comfortable seating and sleeping experience. The generous Hästens bedding is both inviting and stylish, though we would welcome the addition of a mattress topper for even greater comfort on ultra-long-haul flights.
Storage solutions are thoughtfully integrated, offering ample space for personal items, devices, and reading materials. However, the table surface remains compact—suitable for tray service but potentially limiting for those who wish to work or dine à la carte.
Although we were unable to test the inflight entertainment system in this prototype, our familiarity with the Zodiac Rave system assures us of its intuitive menu structure and vibrant HD display. We did observe some screen glare from ambient light, a common issue with high-definition displays, especially when seated by the window during daylight hours.
The overall experience represents a significant leap forward for SAS, with the refined seat design and enhanced soft product likely to appeal to both loyalists and those considering a switch from rival carriers.
And finally, a little greeting from Kristine to Business Class readers and members:
It is truly rewarding to finally unveil a seat crafted for the comfort and wellbeing of our frequent travelers. With Hästens bedding and a fully flat bed, restful sleep is assured. The cabin’s reimagined design—with carefully selected materials and a tranquil color scheme—aims to foster a serene, welcoming atmosphere. Every detail has been considered with our most loyal guests in mind, and I am excited to invite you to experience our rejuvenated long-haul product. We look forward to welcoming you onboard soon. Kristine Mayer, Design Manager SAS
Kristine Mayer, Design Manager SAS
