TASK German airline Lufthansa has developed a new interior concept called Allegris for all travel classes. The highlight is the new First Class, which stands out particularly for its individuality and privacy. With this, Lufthansa redefines true luxury as an experience one gains through travel – not as something defined by status. The launch of the new First Class was meant to make this idea tangible for passengers.

IDEA When you look up at the sky – its colors and details – you feel a sense of serenity that no one captures quite like artist Sho Shibuya. Every morning and evening becomes a work of art in his hands, which made him world-famous. But the view of the sky from above the clouds is truly unique. Together with Sho Shibuya, we set out to capture this First Class perspective – and the feeling of flying – in an exclusive Sho Shibuya loungewear collection.

SOLUTION Inspired by the view from an airplane window, Sho Shibuya created a gradient design that was woven into satin by homewear brand TEKLA, produced exclusively for the launch period of Lufthansa Allegris First Class. The result is a limited loungewear collection that makes the feeling of flying wearable for the first time. The pieces were available only briefly – and only at 10,000 meters altitude – even as fashion and lifestyle media covered the drop across all channels.