A UNIFIED BRAND PRESENCE
Client: Lufthansa Group | Event: ITB 2026 | Location: Berlin Germany
At ITB Berlin 2026, the Lufthansa Group presented a brand experience that brought together the diversity of the Group and key topics related to products, services, and partnerships within a clearly structured spatial concept.
ET GLOBAL developed an open, architecturally well-defined exhibition stand that united the Group's various airlines under a single umbrella brand while simultaneously creating space for product showcases, dialogue, and personal encounters.
Project Overview
At the heart of the stand concept was a striking, floating ring structure that served as a highly visible brand element, clearly defining the Lufthansa Group's presence within the exhibition space. It provided the architectural framework for the stand's various functional areas.
Beneath this central design feature unfolded a distinctly organized brand landscape in which the airlines of the Lufthansa Group presented themselves collectively and showcased their individual offerings. These included Lufthansa Airlines, SWISS, Austrian Airlines, Brussels Airlines, ITA Airways, Air Dolomiti, Edelweiss, Discover Airlines, and Miles & More.
The stand intentionally combined product staging with communication spaces: dedicated presentation areas enabled the display of services and offerings, while open meeting zones and hospitality areas created room for dialogue and meaningful exchange.
The design focused on clean lines, high-quality materials, and a color palette that placed the Lufthansa Group's new visual identity at the forefront. A range of content - from current offers and partnerships to historical references such as the founding at the first Luft Hansa - was integrated into the overall experience without distracting from the core message of the stand.
The result was a brand environment that not only honored the history of the Lufthansa Group but, above all, directed attention toward the of international aviation.
