'Twister seat': New twisting plane seat design to make flying more comfortable

It is an age old question that never seems to be solved. How can airlines make travel more comfortable? Well, the answer might finally be here.

London-based, award-winning design firm, Factorydesign have come up with a brilliant concept for the humble airline seat that "twists" with the passengers' movements.

The patented design mimics the human spine and allows for movement - therefore avoiding pressure build up, as well as featuring a vertical spine structure with "ribs".

Designer Adam White thought up the idea while travelling on a 14-hour flight from Japan to the UK, Aircraft Interiors International reports.

"There has been considerable debate about economy class seating in the media, and many concepts which don't actually seem to have considered the needs of the passenger," White told the website.

"This design is completely centred around improving the passenger journey experience. From your shoulders to your thighs, the seat follows your profile as you move."

White went into more detail about the idea while speaking to Skift.

"The real breakthrough of the idea was that all previous seats were based on, essentially, a series of hinges and by putting a spine into the seat, it allows the freedom of movement, twists and turns, without creating pressure points." he said.