Singapore Airlines commissioned one of their Airbus A380s made out of manila envelopes. They manage the details even inside the plane with seats in all four classes of service.

Singapore Airlines knows that no detail is too small for the launch of its Premium Economy Class, so we partnered with San Francisco-based paper craft artist Luca Iaconi-Stewart to create a miniature model of our A380 aircraft—functional plane seats included—fashioned from more than 100 Manila envelopes.

The video is really impressive:

So what’s the point of this? Their closing is:

They want you to know that they pay attention to the little details. They aren’t just about transportation that gets you from A to B.

It’s a similar message to the “Understanding Your Needs” campaign two years ago that I really liked. There aren’t a lot of airlines that could pull off the idea of a Singapore Airlines flight attendant making a journey to find your favorite tea and then serving it just the way you like it or attending films in India to bring you just the right one on your flight. And with Singapore it’s almost believable. In aviation they have a brand like no other.

In general, and there certainly is variation across their crews, but I find that Singapore Airlines has the best food and I love their ‘Book the Cook’ even in business class on short haul flights departing Singapore. I love their business class product and I think their first class seat is phenomenal (albeit not quite an Etihad ‘First Apartment’ and no showers). Their inflight snacks are a weak area, their wine is not. And service — I love many of the Singapore Airlines crews though I can understand those who might prefer a more formal (ANA, Japan Airlines) or a more understated and less obtrusive (Cathay) experience.

Prawn and Chicken Laksa, Business Class Singapore – Bali

The point though of the piece is that we can have these discussions of whether or not Singapore is the best in any given area. That’s hard to imagine for most airlines in the world.