TASK In 2024, Lufthansa entered a partnership with Art Basel Miami Beach—the world's largest art fair—for the very first time. The goal: to reach a progressive, travel-hungry audience. Our mission was to spark the art world's interest during the most important event of the year.

IDEA We brought contemporary artist and airplane enthusiast Stefan Marx on board to show travelers that everything begins with a Yes. Ever since his first transatlantic flight, Marx has been spotting and sketching Lufthansa planes. So we used his unmistakable style to connect premium air travel with inspiring art—from booking all the way to arrival.

SOLUTION The artist created exclusive pieces for Lufthansa, infusing our message with his signature aesthetic. Some guests experienced Marx’s art during their Lufthansa flight to Miami, others first encountered it in the Lufthansa Lounge at Art Basel Miami Beach. Fans from around the globe enjoyed the artwork online, shared directly from the lounge. All of it inspired by what brought our guests to Miami: a Yes Mindset.