KLM #FlatorNot – see people’s reaction to a new full-flat seat

A unique new full-flat seat is the centrepiece of KLM’s new World Business Class, developed by Dutch design icon Hella Jongerius in close collaboration with KLM suppliers. By combining artisanal and industrial production techniques, Hella Jongerius created a seat that exudes personal attention, while at the same time meeting all functional requirements. The seat offers the passenger more privacy and individuality and a great night’s sleep.

There’s nothing better than to drift off and wake up rested at your destination, but are people really ready for a full-flat seat?

To create buzz around the New World Business Class KLM created a test: Flat or Not. KLM prepared an ordinary airport waiting seat so that it can recline to a full-flat bed and placed it at Schiphol Airport. When people unsuspectingly sat down on it, it was reclined and filmed with hidden cameras. The first person who stayed in it until it was fully flat won 2 World Business Class tickets.

The funniest and best reactions were edited into an entertaining competition where people can win two World Business Class tickets themselves. All they have to do is guess how people reacted to the seat.

The first new World Business Class aircraft was put in service in July 2013. The Business Class of the whole KLM Boeing 747 fleet will be restyled by mid-2014. The redesign of the Boeing 777-200 fleet will start by the end of 2014, followed by the rest of the intercontinental fleet.


Watch the film


Play the game


* This article is sponsored by KLM