This appears to be a concept design by an industrial designer. It's a pitch to airliners. https://vimeo.com/394558118 https://vimeo.com/394558118 shows (from 0

This appears to be a concept design by an industrial designer. It's a pitch to airliners. https://vimeo.com/394558118 https://vimeo.com/394558118 shows (from 00:33) how it works in more detail. Ladder pulls out from between the seats (although see http://www.zephyrseat.com/wp-content/uploads/2020/02/Zephyr-Product-Architecture.png http://www.zephyrseat.com/wp-content/uploads/2020/02/Zephyr-... for newer built-in ladder design), and arm rest holds upper chair passengers in place. The cushion that completes the bed appears to fold out from just below tray table. Luggage goes to upper right of seat, so is securely stored and accessible during flight, a win versus traditional overhead lockers. Seat appears to be a little lower than normal. It looks like there is some additional storage space to the right of the footwell. Main issues I see are slightly awkward banana shaped sleeping position, and the safety issue for evacuating top deck. The updated built-in ladder design might be sufficient for able-bodied passengers to evacuate quickly enough. This would be much more attractive than existing premium economy to me and would compete well with business. The main differentiator of business that interests me is the lie-flat bed; the enhanced service and food / beverages, lounge access, and priority boarding and luggage delivery is less important. More details at http://www.zephyrseat.com/ http://www.zephyrseat.com/, a few additional videos here http://www.zephyrseat.com/about/ http://www.zephyrseat.com/about/ and further pictures here http://www.zephyrseat.com/work/ http://www.zephyrseat.com/work/ An alternative flat bed in a premium economy cabin with half the density is described here https://thepointsguy.com/news/new-design-premium-economy-flat-bed/ https://thepointsguy.com/news/new-design-premium-economy-fla...