Guests lining up at the Lufthansa booth at Hudson Yards beside The Shed

Corporate event case study

Lufthansa First Class, Reimagined in New York

A launch event on the 101st floor of 30 Hudson Yards, followed by three summer activations introducing Lufthansa's new Allegris First Class to New Yorkers.

In 2025, Lufthansa began flying its new Allegris First Class, private suites with ceiling-high walls and a door that closes, a wide seat, an up to 43-inch screen and, in the Suite Plus, two seats that combine into a double bed. With the new cabin now serving New York, the experiential agency Channel Partners produced a launch event and a summer of activations to introduce it to New Yorkers, and brought us in to photograph all four.

The launch at Peak, 30 Hudson Yards

It began on June 17 at Peak, on the 101st floor of 30 Hudson Yards, one level above the Edge observation deck. Guests checked in for their "flight" with a gold boarding pass, scanned it at a Priority Boarding gate and stepped into a room transformed into a Lufthansa lounge, with "Now boarding" walls and the Manhattan skyline outside every window.

The centerpiece was a full-size Allegris First Class suite, set up so guests could walk in, sit down and see the cabin for themselves. Lufthansa leaders welcomed the room with remarks from the podium, crew in uniform greeted guests, and an artisan personalized leather luggage tags on the spot. The evening closed with a group photo of the team beneath the "First Class Reimagined" wall.

A booth built like a first class cabin

For the public activations that followed, Channel Partners designed a compact branded booth, finished in deep navy and warm wood with a softly lit interior. Its "Giveaway Menu" served treats from Allegris destinations, from Haribo gummies and Lufthansa chocolate for Munich to Ouma rusks for Cape Town and sakura mochi for Tokyo. A world map of Allegris routes, a large screen and a QR code to enter for a chance to win a trip to Europe gave guests plenty to explore while they waited in line, and Lufthansa crew in uniform greeted them along the way.

Broadway in Bryant Park

On July 17 the booth set up alongside Broadway in Bryant Park, with Lufthansa's logo on the stage behind the performers. Lunchtime crowds filled the lawn, and the line for the booth stretched across the plaza. The team returned to Bryant Park on July 31.

An evening on the rooftop

Later that day, the experience moved up to Spyglass Rooftop Bar, on the 22nd floor of the Archer Hotel, with the Empire State Building just outside. Guests put on VR headsets to step inside the new suites, browsed model aircraft from across the Lufthansa Group, and celebrated with Lufthansa crew through toasts and prize drawings.

Hudson Yards

On August 7 the booth appeared at Z100's Summer Bash at Hudson Yards, beside The Shed and the Vessel, where concertgoers lined up for treats and a chance at a trip to Europe while the music played nearby.

How we photographed it

  • Four events, one campaign: consistent coverage from a 101st-floor launch to a park, a rooftop and a plaza, so the galleries work together.
  • The product, up close: the First Class suite documented cleanly on its own and with guests inside it, so the cabin itself is always the hero.
  • Brand and people together: the boarding passes, booth, menu, map and signage alongside real reactions from guests, leaders and crew.
  • Every kind of light: dramatic blue event lighting at Peak, bright midday sun in Bryant Park, soft rooftop light at Spyglass and golden early-evening light at Hudson Yards.
  • Organized delivery: 1,433 edited images across four galleries, one per event.

Four events, one summer

The summer at a glance

Each event in date order, sized by the number of edited images delivered.

  1. Two guests seated inside the Lufthansa First Class suite on displayJune 17 Launch event, Peak at 30 Hudson Yards 525 images
  2. Two smiling Lufthansa staff holding destination treats and travel guides inside the booth at Bryant ParkJuly 17 Broadway in Bryant Park 248 images
  3. Lufthansa crew welcoming guests waiting in line at the boothJuly 31 Bryant Park and Spyglass Rooftop Bar 439 images
  4. Glowing Lufthansa booth with a long line of guests at golden hour, The Shed and Hudson Yards towers behindAugust 7 Z100 Summer Bash, Hudson Yards 221 images
Full-size Lufthansa Allegris First Class suite on display at the launch event at Peak, 30 Hudson Yards, with crew beside the First Class Reimagined wall Lufthansa Now boarding yes wall at the entrance to the First Class launch event Guest receiving a gold boarding pass at the Lufthansa check-in desk Guest scanning a gold boarding pass at the Lufthansa Priority Boarding gate Lufthansa executive speaking to a packed room at the First Class launch at Peak Lufthansa executive at the podium in front of the First Class Reimagined backdrop Guests photographing the Lufthansa First Class suite at the launch event Two guests seated inside the Lufthansa First Class suite on display Interior of the Lufthansa Allegris First Class suite with its wide seat and large screen Artisan personalizing a leather luggage tag at the Lufthansa launch event Lufthansa pilot and flight attendant beneath the illuminated crane logo Lufthansa and Channel Partners team group photo in front of the First Class Reimagined wall Lufthansa booth set up on the plaza at Broadway in Bryant Park Long line of guests waiting at the Lufthansa booth in Bryant Park Lufthansa Allegris screen with an aircraft in flight on the side of the branded booth Staff serving guests from the Lufthansa Giveaway Menu inside the booth in Bryant Park Two smiling staff members inside the softly lit Lufthansa booth Lufthansa Allegris destinations world map on the booth Broadway performer singing in front of the Lufthansa logo at Broadway in Bryant Park Crowd filling the lawn at Broadway in Bryant Park with the stage and Midtown towers behind Smiling guests with Lufthansa gift bags in Bryant Park Lufthansa crew member in uniform greeting guests at the booth in Bryant Park Lufthansa crew welcoming guests waiting in line at the booth Guest holding Tokyo and Munich destination cards from the Lufthansa booth Smiling Lufthansa staff member holding a branded paddle sign in Bryant Park Guests filling Spyglass Rooftop Bar at the Lufthansa event with the Empire State Building in the windows Lufthansa Group model aircraft displayed against a brick wall on the rooftop Guest trying a VR headset to experience the new Lufthansa Allegris First Class suite Lufthansa crew member laughing with guests on the Spyglass rooftop Lufthansa crew posing with guests on the rooftop with the Manhattan skyline behind them Lufthansa crew and guests holding a branded pillow on the rooftop with the Empire State Building behind them Lufthansa crew congratulating a prize winner at the rooftop event Crowds at Hudson Yards with the Vessel behind the Lufthansa activation Staff member holding a destination treat inside the Lufthansa booth at Hudson Yards Two smiling guests holding Lufthansa destination cards at Hudson Yards Guests gathered at the Lufthansa booth under the trees at Hudson Yards Two smiling Lufthansa staff members at the Hudson Yards activation Glowing Lufthansa booth with a long line of guests at golden hour, The Shed and Hudson Yards towers behind Z100 Summer Bash stage and crowd at Hudson Yards

More corporate events

All case studies

Corporate event photography

Let's plan your next event

Share your date, venue and schedule, and we will reply with a tailored quote for your team.

Request a quoteCorporate services