"The Art of Flying" by Lufthansa

With the debut of "The Art of Flying", Lufthansa presents a new series of digital content dedicated to the markets of Italy, France and the United Kingdom. The project tells the story of travel as an inspiring experience , following three international artists and designers during their journey in Allegris Business Class on the Munich - Tokyo route.

For passengers, the series offers a concrete look at one of the most exciting aspects of Lufthansa's new premium offering: how comfort, design and personal space management on board can transform flight time into a richer, more enjoyable and personal experience. Through an episodic narrative, the journey is not only shown as a displacement, but as an environment in which reflection, well-being and creativity can coexist.

The project involves three talents with different sensibilities and languages. Elena Salmistraro, illustrator and designer known for her narrative visual imagery, who experimented with the Extra Space place, participates for Italy. For France, there is Antoine Dufilho, artist and craftsman of the material, who has enhanced the privacy and spaciousness of the Business Class Suite. For the United Kingdom, Jacob Chan, a ceramic artist attentive to shapes and tactile dimensions, was involved and recounted the experience of the Extra Long Bed place.

At the heart of the project is Lufthansa Allegris, the new concept of premium cabin for long-haul, developed to put individual choice and passenger well-being at the centre. The cabin offers five different types of seating in Business Class, allowing you to adapt the space to your personal needs, whether it is to work, rest or seek more privacy. Also contributing to this experience are the regulation of lighting and temperature, the use of high-quality materials and the integration of advanced technologies.

In the series, Allegris Business Class is thus described as a space capable of going beyond the traditional function of travel, becoming an environment in which the passenger can feel freer to experience the flight according to his or her own style and needs.

The episodes will be available on Lufthansa Insights, the brand's publishing platform dedicated to storytelling, innovation and brand experiences. The dissemination will also be supported by Lufthansa digital channels, by the social profiles of the artists involved.