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Lufthansa presents the third limited edition in its “First Class Collectibles” loungewear series, created in collaboration with Swedish design label CDLP and artist Jorinde Voigt.
At the heart of the collection is a print based on Jorinde Voigt’s artwork “Interkontinental II”, translating movement, flight paths and the perception of space into the loungewear design.
As creative lead agency, Serviceplan developed the partnership as well as the campaign concept and execution together with Lufthansa, connecting contemporary art, fashion and the fascination of flying.
The Art of Flying: Serviceplan stages new Lufthansa First Class loungewear collection
Together with Swedish design label CDLP and artist Jorinde Voigt, Lufthansa presents a loungewear collection in its “First Class Collectibles” series – limited editions that bring together artists, Lufthansa and textile experts. The partnership, as well as the concept and execution of the accompanying campaign, were developed and implemented jointly with Serviceplan as lead creative agency.
Munich, November 9, 2026. With a limited edition, Lufthansa is continuing its premium loungewear series, once again combining the travel experience with contemporary art and fashion. At the heart of the collection is an exclusive collaboration with design label CDLP and Berlin-based artist Jorinde Voigt. The collection centres on a print based on Voigt’s 2010 work “Interkontinental II”, which translates the movement of flight into complex lines and diagram-like structures. The campaign developed with Serviceplan presents this special First Class Collectible Loungewear, bringing together art, fashion and the fascination of flying. It focuses on a passenger whose journey unfolds into a sensory experience between earth and sky.
The new special collection continues Lufthansa’s approach of integrating selected perspectives from art, design and culture into the First Class experience. Following collaborations with artists Sho Shibuya and Stefan Marx, as well as the brands Tekla and Van Laack, the collaboration with CDLP and Jorinde Voigt marks the third limited edition in the First Class loungewear series. The campaign accompanying the first First Class loungewear edition, “The Art of Flying” with Sho Shibuya, received awards at the ADC Awards, London International Awards, Epica Awards, ADCE Awards and New York Festivals, among others.
The campaign launched today and is running across Germany in print, digital, social media, DOOH and cinema. Campaign assets include a main film, four key visuals and an artist portrait of Jorinde Voigt. The film was directed by Matt Lambert and produced by Akkurat, curated by Serviceplan Make. Vincent Wechselberger was responsible for the photography. Further partners include content marketing agency C3, digital agency Oscar Bravo and media agency Mindshare.
The film for the new collection is available here.
“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,” says Till Diestel, CCO Serviceplan DACH.
“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,” says Michelle Mynhardt, Head of Brand Marketing and Customer Relations at Lufthansa.
The special collection from the “First Class Collectibles” series is not available for purchase and will be presented to First Class guests on board in limited quantities for a limited period.
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About Serviceplan
Serviceplan is the creative brand of the Serviceplan Group, Europe’s largest independent agency group. The Serviceplan agencies combine a broad spectrum of capabilities in the field of Creative and Content: from Creative Campaigns, Design, UX & Visual Design, Brand Strategy, Social Content & Creators, Public Relations and Event Marketing to Content Creation, Content Production and Content Management. Within the House of Communication model, they work in an integrated way with the Media & Data division of Mediaplus as well as the Digital Experience & Technology division of Plan.Net. In this way, holistic solutions are created that make brands culturally relevant and create sustainable growth. Serviceplan’s creative capabilities are internationally recognized: the Serviceplan agencies regularly rank among the most successful independent agencies at the Cannes Lions, ADC, D&AD and other international creative awards. In national and international creative rankings, Serviceplan regularly achieves top positions and has been named Independent Agency of the Year multiple times.