English | Deutsch Lufthansa initially approached frog to streamline the check-in process at its Frankfurt Airport terminal, aware of the great impact this interaction has on the brand experience. But after discussions with the frog team, the airline decided to explore a more integrated, holistic design approach. Together, frog and Lufthansa set about revitalizing the entire brand experience across operations, services, and environments, imbuing the airline with an aura of technological sophistication and old-fashioned romance.
We conceived of each trip on Lufthansa as a continuous experience, stretching from the initial human interaction of check-in, through the terminal, lounge, and gates, and into the airplane itself. It wasn’t enough to redesign one part of this experience alone; every element needed to underscore the company’s existing equity – its reputation for reliability – with a new emphasis on friendliness, comfort, and relaxation. Together, frog and Lufthansa examined every aspect of the company’s identity: its brand architecture; the use of colors in its logo; the primary and secondary core values. We studied the experiences of passengers and staff to identify where improvements could be made. We sought to renew the importance of the airport as a place and as a space.
Our research indicated that the design of departure lounges actually adds to the stress of flying. Consequently, frog pursued an agenda of environmental design that would cast maximum convenience as its central ethos. Sweeping aerodynamic curves and non-traditional seating patterns in the lounge area smooth away passengers’ anxiety. Showers, conference areas, cafes, and configurable furniture create a comfortable and enjoyable travel experience that tailors to the personal needs of its visitors.
By blending nostalgia for the rich, romantic history of aviation with the professional, technical expertise of the brand today, frog’s designers produced a unique visual lexicon for Lufthansa. The shapes and materials of the interiors borrow from the language of airplanes, with the curved forms and metallic finish of a wing, the crisp professionalism of a pilot’s uniform. The graphics team developed a distinct, highly legible signage system that further communicates this singular marriage of efficiency and warmth.
We then extended this language into the planes themselves, designing seats so supportive and comfortable that customers can shed their anxieties and actually enjoy the experience of flying. First-class seats convert to beds with storage space for personal belongings. Business-class seats offer a personal video screen and – in a then-unprecedented gesture of stylishness and functionality – headrests whose side flaps could be adjusted for extra support. Our attention to detail included even the redesign of footrests, water-bottle holders, and in-flight flatware.
In collaboration with architect Michael McDonough, enhancements were made to the entire Lufthansa terminal area at Frankfurt Airport. Deploying technical engineers, model makers, and designers, frog produced the full mechanical design specifications for the redesign of the gate areas and departure lounges. A journey on Lufthansa, blending glamour and luxury, is now a pleasurable adventure from beginning to end.
The redesign raised customer satisfaction for Lufthansa, unifying the brand experience across all touchpoints. frog introduced what founder Hartmut Esslinger calls “the warmer, give-a-little-extra, emotional side of design.” Lufthansa customers are now better cared for throughout their journeys, every step of the way.
