British Airways is continuing to roll its new First class product around the world, with key Asia-Pacific routes gradually receiving the enhanced cabins on the airline’s long-haul fleet during 2011.

Actress Rachel Weisz in the a new
British Airways First Class seat

The airline has invested £100 million (AUD$157 million) in its flagship product and according to the airline, it “draws on its rich heritage to create an exclusive experience based on classic design and understated luxury”.

British Airways’ head of Customer Experience, Mark Hassell, said each individual suite has its own personal wardrobe, a leather-bound writing desk that converts into a dining table, a new 15” in-flight entertainment screen and a buddy seat to enable customers to dine together

The lighting and electronic blinds can also be modified to reflect mood and time of day.

“We have contemporised First and created an intimate private jet experience onboard,” Hassell said. “We have resisted gadgets and gimmicks and focused instead on simplicity and quality.

“Every feature has been carefully considered and researched to ensure we are giving our customers what they want.”

At the heart of the new design is an ‘intelligent’ mattress, operated by a seat control unit that gives the customer precision control over the seat position and pneumatic panels to support the head and lumbar positions.

At bed time, the finest 400-thread Egyptian cotton bed linen is then added to round-out the sleeping experience.

“For style, stellar service and complete luxury, it doesn’t get better than British Airways’ new First cabin,” said British Airways frequent flyer, actress Rachel Weisz.

A new premium service style has also been developed for cabin crew to ensure world-class service for customers who can eat, sleep and work whenever they want to.