Artist Sho Shibuya Creates Unique Loungewear for Lufthansa Allegris First Class

Jan. 29, 2025

Allegris is Lufthansa's new long-distance experience that takes travel to a new level. In First Class, the "living room above the clouds", flying in the new suites is more personal than ever – with plenty of comfort, space, privacy and the best view. Lufthansa is now entering into a exclusive partnership with artist Sho Shibuya, combining unique art and high-quality craft. The idea and implementation of the partnership, as well as the accompanying campaign, come from lead agency Serviceplan.

No one else captures the beauty of the sky as magnificently as Sho Shibuya. His works are known worldwide for their impressive colour gradients, which change from dawn to sunset. For Lufthansa, the contemporary artist has created a unique design inspired by the view of the sky that can only be seen from an aircraft high above the clouds. However, his art does not remain on the canvas but can be experienced up close.

The artist’s gradient is brought to life across high-quality loungewear products from Tekla, a premium home textile brand based in Copenhagen. The collection is made from fine organic cotton sateen with a lustrous finish. The limited edition can be experienced where its design was inspired: above the clouds in the First Class of Allegris Lufthansa. Each piece of loungewear is slightly unique, like the ever-changing sky outside the aircraft window.

Michelle Mynhardt, Head of Brand Marketing and Customer Relations Lufthansa said: 

"Lufthansa focuses on the individual ‘Yes’ of its passengers – not only the “Yes” to new destinations, but also to discovering new worlds in art, fashion and culture. The unique partnership with Sho Shibuya shows how Lufthansa is redefining premium travel with Allegri's First Class: by creating unique experiences that not only meet but exceed our guests' expectations.”

 

Till Diestel, CCO Serviceplan Germany said: 

"Through this special collaboration, Lufthansa offers first-class guests something that not only impresses visually and haptically, but also connects them emotionally with their individual travel experience. Sho Shibuya is not only a unique artist, but he also loves the sky like no other. This makes him a perfect fit to tell a story inspired by the heavens with this loungewear.”

 

The launch of the collection will be communicated in partnership with the global fashion and lifestyle media brand Highsnobiety, as well as high-profile fashion and art media such as Vogue and Architectural Digest. The communication activities also include a social media campaign and a landing page with comprehensive content about the collection and the artist.

The campaign, designed and implemented by Serviceplan, was photographed by Rakuto Makino. Mindshare was responsible for the campaign's media strategy and planning, Oscar Bravo for Owned Social, DDB for BTL & Dialog Marketing and C3 as content marketing agency. Serviceplan Make was responsible for agency producing.