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Sim Kim Chui

Product Innovation Director, Singapore

Sim was Vice President of Product Development at Singapore Airlines for over 20 years. Beginning with SIA B747 First Class SkySuites in 1996, he was behind every new cabin product that SIA introduced into their aircraft since then, including leading the design and project management on SIA’s A380 programme. His contributions to SIA’s Product Development won the airline numerous prestigious industry awards and recognition.

His airline background and extensive experience in cabin product and project management is a valuable resource to JPA’s Product Design team. Sim can relate to the prime commercial objectives, brand management and technical and engineering requirements of an airline cabin interior programme. In addition, Sim also has an acute understanding of the vendor selection process.