Unhide New Worlds

A CREATIVE OOH EXPERIENCE

Fashion Pop-Up Event

The Challenge

Lufthansa sought to increase brand awareness by highlighting lesser-known destinations accessible via their airline. The goal was to “unhide new worlds,” educating audiences about unique travel opportunities to Bangalore, São Paulo and Johannesburg. This initiative was brought to life through the lens of fashion, with bespoke jackets crafted by designers inspired by each destination. Lufthansa needed a creative activation that would engage and educate passersby about the airline, the designers, and the vibrant cultural landscapes of these cities.

Location Truman Brewery, London

Duration 3 Days

Objective Brand Awareness

Outside of the Lufthansa fashion pop-up event, this image shows the large window facade on the outside of the building which has been wrapped in blue vinyl and has large writing on which reads 'Unhide/New worlds of fashion' and 'Yes' along with the Lufthansa branding.

Three attendees at Lufthansa's "Unhide New Worlds of Fashion" event, one wearing headphones and a leather jacket, another in a brown coat and blue cap, engaged in a conversation. The background features a glass facade with the event's branding in vinyl and a warmly lit crowd indoors.

A digitally designed bird's-eye view mock-up of the Lufthansa pop-up event floor plan, showing placements for check-in desks, a branded photo booth, luxury seating, and display areas for mannequins. The design mimics an airport terminal layout.

A fashion exhibit showcasing a black-and-white custom jacket inspired by global destinations, displayed on a blue mannequin. The backdrop includes fabric swatches, photos of cultural inspirations, and a description of the creative process. A visitor observes the exhibit in a gallery-like setting.

The Execution

We launched a sophisticated Lufthansa pop-up at Truman Brewery, London, styled as an airport terminal and spotlighting lesser-known destinations like Bangalore, São Paulo, and Johannesburg. Inside, three immersive “mini worlds” featured Lufthansa-branded mannequins in custom-designed fashion, accompanied by swatches and design elements inspired by each city’s culture. The launch began with a VIP night featuring influencers, DJs, and destination-inspired cocktails, while dynamic social media content drove buzz and encouraged visits during the activation.

A man wearing a monochrome jacket stands putting a ticket within a post box at a fashion event pop-up shop for Lufthansa airline. Behind him there is a fashion film being projected onto a white wall.

A fashion exhibit showcasing custom jackets inspired by global destinations, displayed on a blue mannequin. The backdrop includes fabric swatches, photos of cultural inspirations, and a description of the creative process.

An airport-themed pop-up exhibit by Lufthansa featuring blue walls with mannequins dressed in custom designs inspired by global destinations. The foreground shows illuminated check-in counters labeled "Check-in" and "Yes," with travel props and decor completing the immersive experience.

The Outcome

The three-day pop-up at the Truman Brewery was a vibrant success, generating excitement and social media buzz. The launch night attracted influencers, DJs, and media personalities, who shared their experiences online, amplifying the campaign’s reach. Highlights included an airport-inspired set design with interactive props, a Lufthansa-branded photo booth, and fashion projections showcasing the designers’ work and their cultural inspirations. Visitors also had the chance to win free plane tickets to Lufthansa destinations. The memorable experience effectively boosted brand awareness and highlighted the airline’s unique travel offerings.

A man wearing a yellow puffer jacket and multi-coloured beanie is walking out of a branded Lufthansa photo booth after just having his picture taken.

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