Singapore Airlines admitted into the 2025 Design Power Index

DBCS and Consulus are pleased to announce that Singapore Airlines is admitted into the Design Power Index (DPI) 2025.

The Design Power Index is an economic premise and framework based on three key questions:
1. Does design generate economic value?
2. If yes, what is the value?
3. Is the nominated organisation great at harnessing the power of design to generate economic value and shape societal impact?

This inaugural index is launched by the Design Business Chamber Singapore (DBCS) in partnership with its global knowledge partner Consulus, a global impact investment and creative change firm, as part of DBCS’s 40th anniversary.

Companies and organisations are first shortlisted from a wide range of industries and then nominated. By accepting the nomination, honorees affirm that design shapes economic value through their business model, products, and services. Acceptance also means they agree to participate in an assessment the following year for the Design Power Index 2026, ensuring a deepening study on the value of design for economic growth. Acceptance of nomination, use of the logo, and participation in next year’s survey are without fee.

As of now, the estimated total market value of the private and listed companies who have accepted the nomination has reached SGD 20 billion. For the non-profit organisations included, their work impacts the lives of Singaporeans.

Singapore Airlines

Singapore Airlines (SIA) is a world-renowned company where design is not merely a feature, but the very product itself. Its business model is built on the strategic use of design to create an unparalleled travel experience. This is a direct parallel to how Design-First Products like the iPhone are valued for their iconic aesthetic and functionality.

SIA’s core offering is the meticulously designed cabin experience. From the luxurious, custom-designed Suites to the ergonomic comfort of its Economy cabins, the design of its in-flight environment is a key driver of its brand identity. This philosophy now extends deeply into the digital realm, enhancing customer engagement through a suite of powerful initiatives. The company’s enduring brand identity, embodied by their service excellence is now complemented by a sophisticated digital architecture designed to empower staff and perfect the customer journey.

By consistently investing in and innovating its product and service design, SIA has created a highly desirable and cohesive premium ecosystem. This is powerfully demonstrated through its internal digital transformation, leveraging data-driven platforms to ensure that its celebrated human touch is delivered with unparalleled efficiency and consistency. By designing state-of-the-art tools for its employees, SIA ensures that every customer interaction is informed and seamless. This holistic approach proves that the business of design at Singapore Airlines is about creating a symbiotic relationship between world-class physical products, intelligent digital systems, and impeccable human service, setting a global benchmark for quality and sophistication.

About the Design Power Index (DPI)

The Design Power Index (DPI) is the world’s first longitudinal economics index designed to measure and track the economic value generated by companies through the strategic use of design and the creation of design intellectual property (IP). Showcasing 40 companies and 20 organisations recognised for their business growth, market creation, technological innovation, and social impact through design, the inaugural DPI 2025 provides a holistic lens of design’s contribution to the economy.

Developed by the Design Business Chamber Singapore (DBCS) in partnership with Consulus, the DPI analyses design’s impact across four dimensions:

• Business of Design — Companies who have achieved revenue and growth through creating unique intellectual property by design
• Market of Design — Companies who have harnessed design to create a new business category
• Technology of Design — Companies who have used design to innovate and shape use-behaviour
• Social Impact of Design — Companies/organisations who use design to shape societal change or impact