Serviceplan leads Lufthansa first class campaign

The limited-edition collection features a print based on Jorinde Voigt’s 2010 artwork Interkontinental II, which interprets the movement of flight through lines and diagram-like structures.

Serviceplan has developed a campaign for Lufthansa’s latest First Class loungewear collection, created in collaboration with Swedish design label CDLP and Berlin-based artist Jorinde Voigt. The project continues the airline’s First Class Collectibles series, bringing together fashion, art and the experience of flying.

Serviceplan acted as lead creative agency, developing the partnership concept and campaign alongside Lufthansa.

Serviceplan leads Lufthansa’s First Class campaign

Launched on 9 November 2026, the campaign is running across Germany through print, digital, social media, digital out of home (DOOH) and cinema. Its assets include a main film, four key visuals and a portrait of Jorinde Voigt.

Matt Lambert directed the film, which was produced by Akkurat and curated by Serviceplan Make. Vincent Wechselberger handled photography. Other partners included content marketing agency C3, digital agency Oscar Bravo and media agency Mindshare.

Till Diestel, CCO Serviceplan DACH: "The strongest collaborations emerge when product, brand and cultural context come together naturally. With Jorinde Voigt, this edition features an artist whose work has explored movement, flight paths and the perception of space for many years. The result is not only a distinctive piece of loungewear, but an object that makes the fascination of flying tangible in a very individual way."

Lufthansa continues its First Class Collectibles series

The CDLP and Jorinde Voigt collaboration is the third limited edition in Lufthansa’s First Class loungewear series. Previous projects brought together artists Sho Shibuya and Stefan Marx, as well as textile and design brands Tekla and Van Laack.

The campaign follows the first First Class loungewear edition, The Art of Flying, created with Sho Shibuya. That campaign received awards at the ADC Awards, London International Awards, Epica Awards, ADCE Awards and New York Festivals, among others.

Michelle Mynhardt, Head of Brand Marketing and Customer Relations, Lufthansa: "Lufthansa First Class is defined by special details that stay with our guests long after the flight. With the loungewear, we bring together contemporary art, design and the fascination of flying, creating a special edition that our guests can take with them on the next stage of their journey."

Limited-edition loungewear reserved for First Class guests

The collection is not available for purchase. Lufthansa will present it to First Class passengers on board in limited quantities and for a limited period.

www.lufthansagroup.com

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