Suddenly, the middle seat becomes a true work of art.

By Erika Owen
January 21, 2017

Singapore Airlines' newest ad is so darn cool, we completely forgot they were trying to sell us something. In a move that's sure to make origami and 3D modeling aficionados fall to to their knees in awe, the airline brought on designer/artist Luca Iaconi-Stewart to create paper versions of all the different classes of seats you can find on Singapore Airlines' plane.

This isn't Stewart's first go-around with paper airplanes—he's well-known for his work recreating a Boeing 777-300ER out of manila folders. He used to same medium for this project, specifically 3,000 hand-cut pieces of paper from 100 folders. All in all, Mashable reports that the project took more than 1,000 hours to complete. The best part: All of the seat parts move exactly as they would in real-life—except this time, there's no one space-shaming you when you decide to recline the seat. Check out his process video above.

Erika Owen is the Audience Engagement Editor at Travel + Leisure. Follow her on Twitter and Instagram at @erikaraeowen.