Oriana, SQ has with their A340-500 non-stop flight to the USA.
It started as a special "Executive Economy Class Cabin" with a lounging area where you can socialise and stretch out but then they phased out this class of service in favor of 100-seat all-Business Class .
But again, why haven't they tried the same within ASIA? assume it's because their 1st and Raffles class meets the needs of their 'premiun' travellers in that market now.