Geven talks customization as a competitive advantage
This is a special feature from the April 2025 AIX issue of PAX Tech Magazine on page 28.
Comoda-Materia Pack Business Class seat on Icelandair with integrated Astrova seatback IFE from Panasonic Avionics
In an increasingly competitive landscape, an airline can infuse its individual identity into the cabin via its seating design to make a lasting impact on the passenger.
As Gianluigi Mormile, Sales Manager, Geven S.p.A. (Geven) tells PAX Tech, “Customization plays a pivotal role in enabling airlines to distinguish their cabin experiences in an increasingly competitive market. By tailoring seating solutions, airlines can reinforce their unique positioning, offering passengers a distinctive and memorable journey.”
To capture the carrier’s unique brand identity and infuse those elements into customized seating design, Geven’s industrial design department focuses on close collaboration with its airline partners.
Working with the airline to understand its brand essence, passenger demographics and service goals, Geven ensures its seating design reflects the airline’s performance and practicality priorities as well as its visual identity. Mormile says the process of communicating the airline’s spirit at the design stage can be achieved through workshops, mood boards and digital renderings.
Gianluigi Mormile, Sales Manager, Geven
Geven advises on colour combinations, material pairings, stitching designs, logo application technologies and dress covers to completely customize the product and experience.
According to Mormile, these aesthetic choices are crucial in shaping the passenger’s first impression of an airline.
“Geven works with premium materials and innovative finishes to balance aesthetics with functionality. For example, soft-touch textiles, leather accents and mood-enhancing colour palettes help airlines create an inviting atmosphere that aligns with their brand identity,” he explains.
Having the flexibility to tailor features, options and requests to meet the specific needs of each airline is a priority for Geven, with Mormile noting that this extends to the range of seat widths available.
“Ranging from 28 inches to the more spacious seats at 30 to 31 inches, passengers can truly appreciate the exceptional living space afforded by our thoughtful design,” he explains. “By offering this flexibility, conducting in-house testing and maintaining a vertical supply chain, we ensure that we do not limit the airline's choices.”
Putting personalization into practice
Geven’s Elemento Economy Class seat
In December 2024, Geven’s Comoda-Materia Pack Business Class seat and Elemento Economy Class seats took off on Icelandair’s A321LR. Mormile says the collaboration with Icelandair was guided by a shared commitment to enhancing passenger comfort and optimizing operational efficiency.
The Comoda–Materia Pack seat delivers premium cushioning, integrated privacy features and an intuitive design tailored for long-haul travel in Business Class. Meanwhile, Geven’s Elemento is a luxurious and lightweight long-range Economy Class seat with an impressive living space and comfort experience.
“These seating choices align with Icelandair’s goal of delivering a high-quality onboard experience while maintaining efficiency on transatlantic routes,” explains Mormile.
He adds that while Comoda has been in service for several years, it was redesigned in close collaboration with Icelandair to enhance key aspects of the passenger experience, including the integration of a cradle mechanism for elevated comfort. The seat now offers improved privacy with a narrower gap between seatbacks, a wider backrest and privacy wings on the headrest. The central console was completely redesigned to offer more space for personal belongings, including a dedicated amenity pocket, a bottle holder and a wider cocktail table.
“These improvements were implemented based on valuable input and specific requests from Icelandair as the launch customer,” Mormile recalls.
Curating the cabin experience
As the topic of personalizing the passenger experience looms large in the aviation industry, Mormile anticipates increased personalization, digital integration and the use of sustainable materials will significantly influence the future of cabin interiors in the next decade.
“A key market demand is for recyclable, sustainable and lightweight materials. Geven is enthusiastic about combining customization with cutting-edge technology, ensuring that future seats offer both efficiency and enhanced passenger experience,” he says.
