Allegris First Class x Sho Shibuya

Client: Lufthansa

Lufthansa set out to redefine what First Class can feel like. The German airline’s new Allegris cabin design is focused on privacy, personalization and comfort. It aligns more with cultural cues from wellness and contemporary art than traditional travel luxury. How do we make the passengers feel this before even stepping onboard?

We partnered with world-renowned artist Sho Shibuya, known for his gradient paintings of sunrises and sunsets. His meditative visuals have made him a cult figure in both the art and fashion worlds. Together with high-end homeware brand Tekla, Lufthansa created a limited-edition loungewear, infused with the comfort and beauty of the sky as seen from a First Class window. The gradient was based on a unique moment from above the clouds, printed as part of a capsule collection only available at 30,000 feet, and never sold. A symbol of Lufthansa’s new form of premiumness, rooted in experience.