Singapore Airlines has debuted its latest cabin products on a new Boeing 777-300ER aircraft in London.
The carrier has invested nearly $150 million (£93 million) in the cross-cabin refresh, which it has now launched on its Heathrow route.
Last night, SIA welcomed guests aboard its B777-300ER - one of eight to be kitted out with the new interior design - at LHR Terminal 3.
SIA's Wilson Yong and stewardesses Savitri Octavia and Tan Eag Fong pose in the B777-300ER's new first class
Wilson Yong, the airline's general manager in UK & Ireland, said: "The fact that the new products have launched on the London-Singapore route ahead of any other, speaks to the importance Singapore Airlines places in both the UK market as a whole but particularly in its operations at Heathrow.
"With the ability to grow at Heathrow, we have been able to bring the UK customer the very best in in-flight experiences, through our award-winning cabin crew, as well as state-of-the-art product and services."
The new cabin products, which include a hi-tech in-flight entertainment (IFE) system, will also be installed on the fleet of A350 aircraft that SIA has on order.
Designers: James-Park (left) and John Tighe in business class
In first class, all eight fully-flat seats are ensconced with their own "vanity area", while the latest business class seat offers a recline of 132 degrees, more than the previous seat, and can be converted to a fully-flat position manually.
For full details on SIA's new cabin products, which were unveiled to the press in July, click here.
Earlier this month, it emerged that the airline's business class-only non-stop flights to LA and New York would cease on October 20 and November 23 respectively (see news, October 7).