Public Standard approached Groove Jones with the challenge of designing an eye-catching branding moment for featuring the Lufthansa crane as they introduced Lufthansa Allegris to the USA in Chicago. Lufthansa invited industry partners, stakeholders, and top customers to an exclusive event to get a closer look at the personalized product experience now flying between Munich and Chicago O’Hare.
Overview of the Holographic Experience
As attendees enter the event space, they walk the blue carpet toward an invisibly suspended 10-foot round holoscrim elevated off the floor above attendees’ heads. The Lufthansa Crane Hologram installation begins with a clean, minimalist design, drawing viewers into an elegant narrative from the moment they encounter it. The frame starts as an empty canvas, waiting to be filled with iconic Lufthansa brand elements. The Lufthansa Crane sketch appears gracefully, meticulously drawing into view, capturing the airline’s rich heritage and forward-thinking spirit. This sketch hangs momentarily, allowing the audience to appreciate its detailed lines before fading into darkness.
>Clouds emerge, softly rolling in from both sides, filling the frame and creating a dreamy atmosphere. As the clouds settle, a Lufthansa A350 aircraft elegantly cuts through, partially breaking the circular boundary and creating a striking illusion of depth. The plane hovers in this three-dimensional space, inviting the audience to a premium travel experience that Lufthansa provides.
Next, the view zooms in on the plane’s windows, smoothly transitioning to the interior—focusing on a serene passenger, a woman relaxing comfortably with her eyes closed, in the new Lufthansa Business Class.
The visual continues its seamless journey, fading between a few intricate Lufthansa 3D renderings revealing Premium Economy and Business Class service. The hologram transitions through seating options and vignettes onboard and guides viewers through the luxurious Lufthansa Allegris experience.
The narrative returns to the clouds, where the Lufthansa Crane logo appears once again, now transformed into a full brand lock-up animation. The clouds gradually fade away, allowing the logo to dominate the space. As the focus narrows, the Crane logo becomes the centerpiece, expanding and morphing into a metallic representation, elevated by sophisticated lens flares and bold, moving lights that add drama to the scene.
The installation concludes by lingering on this metallic crane for 30 seconds, creating a mesmerizing visual highlighting Lufthansa’s engineering and innovation. As the final frame fades to black, the installation loops back to the beginning, offering a continuous and immersive experience for its audience.
Throughout the space were beautiful illuminated screens highlighting the First Class and Business Class seating.
Throughout the space, beautifully illuminated screens highlighted the First Class, Business Class, and Premium Economy options for onboard service, introducing a new way of flying.
The crane hologram takes full prominence, representing Lufthansa’s blend of heritage and future-forward thinking. The bold design and elegant presentation reinforce the airline’s commitment to luxury and excellence. The Lufthansa Crane Hologram blended art, technology, and brand storytelling.
Learn How Marketers are Using Holograms
Today, marketers leverage holographic techniques like Pepper’s Ghost, Holoscrim projection, or hardware-implemented devices like Proto and Holofans to engage and entertain audiences. Groove Jones has extensive experience with holograms, 3d effects, and holographic techniques. We will share some of our insights in this article – https://www.groovejones.com/holograms-101-marketing