In times of globalisation, liberalisation and climate change the aviation industry faces huge challenges. Company mergers and new business models create an enormous market dynamics. In such an environment, the Lufthansa group established itself as one of the leading airlines through its use of a potent multi-brand strategy. Employees will be experiencing this strategy with full self-awareness in the Lufthansa brand academy where the Lufthansa group’s collective brand knowledge, concentrated on 900 sqm, is on to the employees. The heart of the design: the 360° Tower Projection. The extraordinary spatial experience of being inside the reproduction of an air traffic control tower is combined with a media-based interactive 360° presentation and makes for a lasting impression. Lufthansa’s guiding principles are presented in five sections – orientation, values, target groups, history, strategies, and sense of responsibility – as part of a unified training module based on a psychology-informed educational concept. In future years up to 25,000 employees and executives from 160 nations will receive their training here.
