High Design: Boeing Lets Airlines Browse†

A New Showroom Displays Options for Outfitting 787s;Seats, Wide ... or Less Wide

Wall Street Journal, February 14, 2007 — Boeing Co., taking a page from the automobile industry, is now offering customers of its new 787 "Dreamliner" something that most car buyers take for granted: a showroom. Airline representatives who visit the new Dreamliner Gallery can't actually kick the tires here — the four-wheeled main landing gear of a 787 is about the size of a Mini Cooper — but they can try out a variety of seats and even conduct bakeoffs to test how well different flight ovens warm up chocolate-chip cookies.