Redefining seat architecture is the only way to create a better flying experience.

In conventional seats the seat pan is fixed, which restricts access to under seat space. To offer more comfort the seat back must recline into the space of the person behind, which can cause irritation and distress. Shorter passengers find it uncomfortable to have their legs at right angles for any length of time, especially on long haul, and to stretch out and access under seat space, they have to push their hips forward and put a bag or other support under their feet. But this causes the front of the seat cushion to cut into the back of the thigh and leaves a triangle of unsupported spine between the shoulder blades and coccyx, which causes pins and needles and restricts blood flow. It’s no better for taller passengers, with their knees jammed against the seat in front.

So to access under seat space we had to make changes to the fixed seat concept and to have a fixed back that can't recline into the space of the person behind, we needed an internal recline that also fully supports the lumbar region. So we changed conventional architecture, using the space created by the curvature of the spine to create so much more knee room and allow unprecedented access to the under seat space to stretch out.

So now you can relax in comfort on longer flights - and with a fixed outer shell and clever geometry, you can now stretch out without bothering anyone around you - all in the same seat pitch. No more air rage!