Where Traveling Feels Like Having Arrived

Airports are places where adventures begin. As exciting as the start of a journey is, the atmosphere there can be nerve-wracking, with clattering baggage carts, long lines, and people rushing to their gate after last-call announcements. When travelers enter a Lufthansa lounge, they can leave all that behind. "They are places of retreat for our guests from the hustle and bustle of the airport," says Marcus Ceh, Head of Lounge Strategy and Concepts at Lufthansa.

Each lounge is unique, but they all share the Lufthansa signature style. "We see them as spaces in which we welcome guests to our brand," says Dr. Jessica Scheibach, Senior Director at Lufthansa, who is responsible for the design of the customer experience and the lounges. "In addition to the aircraft, we offer a physical experience that represents the world of Lufthansa."

The Lounges Are Places Where You Feel at Home

What does this world look like? A clear design, dominated by wood and fine leather, white as well as light wood and natural tones predominate, accentuated by Lufthansa Deep Blue. The lounges are places where you feel at ease. However: "Feeling comfortable doesn’t mean the same thing for everyone," says Ceh. "Some people just want to rest, while others want to freshen up for the flight or get their work done so they can sleep well on the plane with a clear head." Many customers also want to enjoy the selection of drinks and first-class food.

In times of increasing individualization, there are no one-size-fits-all solutions, especially not with a premium offering such as the Lufthansa Business, Senator, and First Class lounges. Not only do guests have different needs, but a guest’s needs can change during their stay. "We are responding to this with a new generation of furniture," says Ceh. One example is the Privacy Seat, which was developed in collaboration with the German furniture manufacturer COR. The upholstered armchair with privacy screen looks like a small suite where guests can retreat, work, eat, and relax. The storage surface and the ergonomically shaped table offer space for work documents and a laptop or for plates and glasses; the Privacy Seat also has a reading lamp, power sockets, and a wireless charging station.

The spatial concept is also about catering to different needs – but the areas should also flow organically into one another. "We don’t want large halls," says Scheibach. "The homely feeling is created by several zones with their own character." In the completely renovated Lounge in Newark, for example, the Skyline Bar takes center stage. Spacious workstations and lockable rooms for meetings, calls, or children playing are grouped around it. Another special feature: the Farmer’s Market with a dining area and a self-service counter where guests can stock up on specialties from New Jersey.

Lufthansa Style Meets Local Design Elements

While the Lufthansa brand is the focus in the design of the lounges in the domestic market at the Frankfurt and Munich hubs, the regional flair of the international locations is to be brought into the lounges through local products and design elements and complement the Lufthansa style – this is an integral part of the lounge strategy. When refurbishing the lounge at Heathrow Airport, Ceh asked himself what was typical of London. He came up with opulently upholstered Chesterfield furniture. "A prime example of English furniture art," says Ceh. "That’s why we translated the style for our sofas."

Milan’s aperitif culture served as the inspiration for the renovation of the lounge at Milan Malpensa Airport. As another local touch, the walls of the restrooms are decorated with medieval maps of Milan. But the local color is subtle. "There won’t be a mini Eiffel Tower in the Paris lounge," says Scheibach. "We ask ourselves what specific textures, colors, feelings, and experiences there are."

A lounge with its own character can become a favorite lounge to which guests build an emotional bond – and the differences between the locations make them want to discover the special features of other Lufthansa lounges. As Marcus Ceh puts it: "Our aim is to offer something surprising and worth experiencing everywhere."