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This is the place where airlines come to make their planes feel like home.

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Everything we as passengers touch, feel and see during the flight, and it's all for sale here.

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Good design is about comfort. It's about space and it's having those unexpected details that offer something different.

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As you enter the airplane, we should be going through hotel lobbies and not restaurant kitchens.

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We should be going to lavatories that are of five-star hotel quality with little features that make you have a sense of upgrade.

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At the heart -- or the bottom -- are seats, seats and more seats.

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It's the cabin's most essential bit of kit.

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Some designs are revolutionary, lighter and thinner so they cost the airlines less in fuel,

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others merely evolutionary.

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At four kilos, these are the lightest seats in the sky.

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Joyful news to a budget carrier's ears and bottom line. 

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The airlines are trying to pack more and more passengers on the same airplane.

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Why isn't it possible to give more comfort?

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We tried to work on the back shell, on the seat pan, on everything.

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Just try to give a perfect sense of comfort without need of recline.

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It's one layer of carbon that's out of the oven. Job done.

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From here with each step up in the cabin class, not only does cost go up, so does complexity.

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This retractable seat pan gives that passenger the ability to step back into the seat.

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That can speed up boarding and also just adds to the comfort.

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If I'm sat on the middle seat, for example, the middle seat now has this sleeping position.

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One growing issue for the plane's smaller seats -- increasingly larger behinds.

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With passengers growing ever wider, Airbus is adding an extra inch and trying to set new industry standards.

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There is value in that extra one inch, and it actually increases the amount of time that they spend asleep and it also increases the quality of sleep that they have.

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The average cost for an economy-class seat would be about $10,000;

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business class you're looking at about $50,000; first class you're looking at $250,000 --

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probably the most expensive real estate on the planet.

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And here, as you'd expect, it's Park Avenue on a plane,

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now with true private suites -- double beds and videoconferencing.

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For us mere mortals, we'll have to settle for the plain old screen in the back of the seat -- with a few little added extras.

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The very latest high-definition 1080p 13.3-inch screen that has an information panel tied to it.

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We've integrated into these things like the reading lights --

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so now without the light coming above... from above you and disturbing other passengers --

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and also integrating [integrated] into the bottom of the screen, mood lightings.

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And it's these subtle details that are arriving throughout the cabin.

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This is what we call a star ceiling.

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Then we just have the general cabin illumination, only with the advantage now that you can have all colors you want to have.

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With all these never-ending possibilities and products on display, someone has to combine them into one cohesive vision.

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A designer's job is to take the canvas that Airbus and Boeing give us to make this interior as opulent as possible.

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It's the nearest we're ever gonna get to branding nations.