Lufthansa launches new content series “The Art of Flying”

Three international artists show how the Lufthansa Allegris Business Class inspires creativity at 35,000 feet.

Lufthansa is launching a new digital content series titled “The Art of Flying” in the UK, France and Italy. The series offers an exclusive look at how travel shapes creative expression. The multi-episode series follows three international artists on their journey from Munich to Tokyo and back in Lufthansa’s Allegris Business Class, highlighting how thoughtful design, comfort, and personal space on board can spark inspiration and new creative perspectives.

Three artists, three perspectives
Each episode showcases a difference creative talent, highlighting how individual experiences of the Allegris cabin translates into artistic inspiration:

• Jacob Chan (UK) — a ceramic artist focused on form and tactile expression, who travelled in the Extra Long Bed Seat.
• Elena Salmistraro (Italy) — an illustrator and designer, known for her bold visual storytelling, who experienced the Extra Space Seat.
• Antoine Dufilho (France) — a craft artist focused on structure, materials, and precise workmanship, who emphasises the privacy and spaciousness of the Business Class Suite.

Lufthansa Allegris: designed for individuality

At the heart of the series is Lufthansa Allegris, the premium long-haul cabin concept designed to offer greater personalisation and comfort. Features include adjustable lighting and seat temperature, high-quality materials, modern technology, generous storage, and five different seat types that allow Business Class travellers to tailor the space to their needs, whether as a private retreat, a productive workspace, or a place to unwind.

In “The Art of Flying,” the Business Class cabin becomes more than an environment for travel: it transforms into a creative space, a studio in the sky where the journey itself becomes part of the artistic process.

A platform for creativity

“With Lufthansa Allegris, we are setting new standards in the premium segment, offering our guests more choice and individuality than ever before,” says Michael Knapp, Head of EMEA Marketing at the Lufthansa Group. “By inviting international artists to share their personal perspectives on flying Lufthansa Allegris, we show how our Business Class can itself become a creative space.”

The series will be hosted on Lufthansa Insights, Lufthansa’s dedicated content platform for storytelling, product innovation, and brand experiences. Episodes will be distributed across Lufthansa’s digital channels and amplified through the artists’ own social media channels, alongside targeted paid social campaigns, and partnerships with leading art & design media partners including Brut in France and Condé Nast in the UK and Italy.

Watch the series on Lufthansa Insights:

• Jacob Chan: https://www.lufthansa.com/gb/en/articles/highlights/the-art-of-flying-extra-long-bed
• Elena Salmistraro: https://www.lufthansa.com/gb/en/articles/highlights/the-art-of-flying-extra-space-seat
• Antoine Dufilho: https://www.lufthansa.com/gb/en/articles/highlights/the-art-of-flying-suite