Geven, the Italian aircraft seating manufacturer, has announced a creative partnership with London-based design consultancy PriestmanGoode, to develop a new generation of business-class seat products, marking Geven’s expansion into the long-haul business-class market.
The collaboration positions PriestmanGoode as Geven’s innovation partner across its evolving portfolio of seating. According to the two companies, the long-haul business-class seating is being developed with flexibility in mind, enabling the platform to be tailored across different aircraft types and airline services, while maintaining a consistent design language. No timeline for product launch or aircraft type targets has been announced as yet.
Aircraft Interiors International joined Alberto Veneruso, managing director of Geven, at Aircraft Interiors Expo (AIX) 2026 in Hamburg, where he described the seat as a “game changer” for the sector. Find out more in our exclusive video.
The seat is being designed to prioritise enhanced passenger living space and comfort, with new features intended to respond to evolving passenger needs. High-quality, sustainable materials crafted in Italy will support the finished product, with the companies describing the design language as drawing on Italian manufacturing heritage and rigorous material selection.
“Geven’s ambition to push into new markets, combined with their manufacturing heritage, makes this a natural creative fit, stated Luke Hawes, a founding director of PriestmanGoode. “Our role is to bring clarity and purpose to every design decision, creating next-generation business class seating that prioritises passenger comfort and experience, introduces new spatial flexibility, and sets new standards for premium air travel.”
Geven has established a presence in the economy class seating sector across short- and long-haul operations, as well as in premium economy and single-aisle business class. The company says the new full-flat business class seat will represent its entry into a further market segment and a new phase of growth.
“Our collaboration with PriestmanGoode represents far more than the development of a new product,” said Alberto Veneruso, managing director of Geven. “It is a defining milestone in Geven’s journey. It is a clear signal that even in established, static markets, we can drive meaningful innovation and deliver distinctive experiences.”
