Air France has launched its new international Boeing 777 business class seats in Paris overnight, ahead of its first flight in June 2014 between Paris and New York.
Of course it was no secret that the French flag-carrier was adapting the same Zodiac Aerospace Cirrus seat used by Cathay Pacific and American Airlines.
And that's a great starting point, as it delivers a fully flat-bed experience with direct aisle access for every passenger thanks to a 1-2-1 cabin configuration.
The bed is dressed with a duvet and feather-down pillow.
Air France refers to the new seat as 'a cocoon in the sky' and will be installing it across all 44 of its Boeing 777 long-range fleet over the next two years, with the first upgraded aircraft to begin flying in June 2014 between Paris and New York.
Each passenger gets a seat-back 16 inch (41cm) high-definition screen, which is a significant step up from the current 10.4 inch panel.
This is partnered with a touchscreen controller, noise-cancelling headphones plus AC and USB ports.
There's also a divider screen if you're in the middle pair of seats and want some privacy from your seatmate.
Here's a video walkthrough of Air France's new Boeing 777 business class cabin and seats.
Air France has finessed the standard Cirrus seat with the help of Mark Collins' Design Investment, which also developed the airline's new premium economy seat.
It's an expensive exercise for Air France, with each seat priced at €55,000 'off the rack' according to French newspaper Le Figaro, a cost which almost doubles to €100,000 by the time it's rolled out. Air France's total investment in its new business class is expected to top €200 million.
But it's an investment which Air France must make as it faces increased competition, especially from the ambitious Gulf carriers Emirates, Etihad and Qatar.