Air New Zealand will become the first airline to offer economy class passengers the option of lie-flat beds when it takes delivery of its first Boeing 777-300 late this year.
The airline said it wanted to create the "wow" factor when it unveiled a full-scale prototype of its interior for the new aircraft, which will initially be used on the Auckland-to-Los Angeles service.
A key innovation is the "Skycouch", which is created from a row of three economy class seats.
The 22 sets of Skycouches available are designed for a couple, or a couple with a small child.
For two adults travelling, the cost would be two seats at standard prices and the third seat at half price.
Chief executive Rob Fyfe said the seats could fold flat all the way to the seat-back in front, creating a space where children could play or adults could relax and sleep.
"Air New Zealand is putting the magic and romance back into flying," he said.
"For the past three years we have been designing a new long haul experience that will reignite the passion of today's travellers. For those who choose, the days of sitting in economy and yearning to lie down and sleep are gone."
The airline also revealed enhancements to the premium economy and business premier classes, and the cabin's colour scheme features a move from the traditional blues and greens to dark purple ink and chalk.
Air NZ international airline group general manager Ed Sims said his team had wanted to create a New Zealand product and "we wanted people to say `wow'."
"It's not a scientific objective, it not a quantifiable material objective," he said.
"It's simply that we want people, when they first walk on board, when they walk on board for the ninth or the 90th time, to get a sense of wow from the cabin, a sense you will not get from any other airline, a sense you would not have got from flying even with ourselves in the past."
Mr Sims said Air NZ was due to get its first Boeing 777-300 in November and the aircraft was expected to begin operations in December.
When Air NZ took delivery of its third Boeing 777-300 in April next year, the service would be extended to London.
"We plan to have three of these operating in plenty of time for the rugby World Cup so visitors from the UK can expect to find this new product on the flight."
He said Air NZ would review whether to refit its Boeing 777-200 to the new configuration over the course of next year.
NZPA