Lufthansa Group, ITB 2019
Architecture, Best Stand L (über 500 m²)
ET GLOBAL has been translating brand messages into room concepts for the LH Group for more than 20 years. For the leading trade fair ITB, which will take place in Berlin in 2019, the challenge was to set standards. The group entered the stage as a group for the first time. The communication goal towards the specialist and private audience, business and family and the associated challenge lay in the presentation of the company as a group of 5 airline brands. The aim was to present and stage it in its uniqueness (portfolio, brand image) and at the same time as part of the LH Group. The focus: the respective products in the overall context of "travel motivation" and the aviation company's orientation towards consistent and lived customer centricity. Core features to be depicted: Dialogue, commitment and individual interaction - mobile, online, digital. The result: a 557 m² course on 3 floors. To ensure the understanding of the Lufthansa Group as a unit, no extra space was created per airline, but an architectural bracket was designed. 5 brands are represented by five travel motifs. The focus was on interactivity. In the concrete implementation swings swing - dangling, the guests "fly" over destinations, VR glasses provide the illusion. Visitors also receive information about take-offs and landings of the LH airlines. The DNA of the stand concept is the mix of analog and digital communication with the pillars: Seat Explorer, which communicates the different seat classes of the airlines in an informative and vivid way, various communication rooms, cabin experiences or the networking area with a café.
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