LUFTHANSA

CLOSING THE LOOP BY REIMAGINING OUR EXPERIENCES WITH FOOD AT 30,000FT

 THE FORGOTTEN FACE OF TRAVEL

Consumers have an abundance of choice in everyday life, but when it comes to travel, they are held hostage to sub-standard food quality and service. Passengers’ experiences with food at 30,000ft have become a casual afterthought. As the travel industry evolves from the pandemic and the need for a rejuvenated greener service grows, on-board experiences will drive ticket sales.

A FULLY CIRCULAR SERVICE

Lufthansa wanted a brand experience that centred around a sustainable food service system to work across all classes of travel on their long haul flights. We needed to consider the practicalities and logistics of storing, heating, preparing and serving food at 30,000ft, while developing bespoke packaging materials, designing out weight and understanding the product’s life cycle. With the food service industry in travel shrouded in international legislation we needed to find a future-focused circular solution that would reduce waste.

A NEW ONBOARD Experience with food   

Our idea was to create a fully rotatable food system unique to Lufthansa, embedding the flight experience into a bigger perspective on sustainable thinking from the brand. We created a practical solution to integrate with the existing set-up, both air and landslide. A zero waste food system, with the power to provide cost efficiencies by avoiding unwanted offerings and a more considered brand experience on board.

AROUND OUR WORLD   

The Nova system and service works within the current airline infrastructure providing a fitting framework for onboard ‘instagrammable’ moments. Enhancing passenger journeys, it offers new digital platforms expanding the brand's reach and physical retail spaces in key airport terminals to offer choice and flexibility to consumers craving choice with food. A self perpetuating advertisement to the care put into the brand, the food experiences and the planet.