Airline passengers belonging to the so-called Playstation Generation could one day be getting the flight of their lives - thanks to a seat nicknamed Not For Wimps.
Conceptual at this stage, although a mock-up was created for a recent aircraft interiors show in Germany, UK firms Contour Aerospace and Factory Design have collaborated to produce an airline seat dedicated to providing cutting edge in-flight entertainment.
Each seat has a curved bucket seat (no sleeping allowed), surround-sound speakers, 21-inch screen, laser keyboard, connectivity for iPads, iPhones and other devices and gaming controls in the armrests.
Factory Design director Adam White says the idea is "a seat with attitude", created for the Playstation generation preferring to "graze on sushi and knocking back mojitos".
He adds: "Why would they want to sleep when they finally have a bit of time out?".
Of course, the concept will probably banished to the same idea dungeon as standing room-only cabins and the infamous pay-to-pee on Ryanair - but it is quite conceivable that some elements of the design could eventually be incorporated into the classic flatbed units.
"If we consider that lifestyle choice might be a more defining tool in passenger categorisation than an old school class system, then we might broaden our minds as to how to engage passengers whilst we have them onboard. This might be considered a proactive approach to evolving the airline experience."
"Increasingly refined versions of fine dining, with thick white linen and a sommelier at your side, has become if not the norm, the ambition. But is the solitary diner, eating Chåteaubriant with a glass of Château Lafite, truly representative of the evolving Business market? We think not."
So did the prototype capture the imagination of attendees at the show in Germany?
"NFW is a marmite seat – but love it or hate it it has created the stir required, and for us carries the important message about change. A wag at the show said NFW stood for Never F**king Work – think he kinda missed the point."