Doy Design created the Wellbeing chair for a Business Jet Interiors International feature where designers were challenged to create a seat concept for a hypothetical customer, the aim being to showcase customisation possibilities.
The client, ‘Grace’, has built a highly successful media business and is respected throughout the industry for her leadership style, explains Gary Doy, director at Doy Design. Grace lives in London but has properties around the world and regularly travels with customers, family and friends on her private jet.
“She has an elegant, relaxed style and takes a keen interest in design, nature and healthy living,” says Doy. “Friends and family are very important to her, and she wants to make them feel special and at ease when travelling on her aircraft.”
Tailored specifically around her personality, her aircraft interiors are a subtle blend of her personal and business brand.
“Grace has a particular passion for wellbeing and augments her surroundings to support a healthy lifestyle,” says Doy. “Suffering from lower back pain, she wants the very best comfort and postural support with a relaxed, natural style. Although function is high on her list, she is adamant that style should not be compromised, and the seat should have an understated elegance with a confident character of its own.”
Thus, the seat ergonomics are designed to deliver a variety of positions, from a formal upright position for dining, through to a fully relaxed ‘zero-gravity’ position. The team adjusted the proportions of the seat to support the head. The taller volume was compensated for by streamlining the form, to avoid taking up valuable visual space in the cabin.
“As the seat moves into its relaxed position, the cushion slowly lowers the occupant to achieve a cradled and more grounded position,” says Doy.
Soft, breathable fabrics were picked for a welcoming, informal look, and to allow the temperature and moisture control systems to function. “Spacer fabrics and next-generation cushions are used along with an active postural management system to deliver personalised comfort on even the longest journeys,” says Doy.
This feature was written by Izzy Kington and first published in the July 2025 edition of Business Jet Interiors International as part of the Seat Design Challenge feature.
