Sumo x Luxair - Flying is an Art
COLLABORATION
This has by far been the highlight of my career.
It’s not only the most important and impressive project I have worked on but also the most fun. Everyone, from the ground staff to flight crews, all the way to the board of directors, seems to have identified with the project. Many have invested their private time and know how to contribute to its success. It didn’t feel like a commissioned collaboration project between two brands, but like I was part of the Luxair community. We were all in this together and everyone contributed to one common project.
It all started with an unexpected phone call with Luxair’s CEO, Gilles Feith, one Saturday evening.
‘The lock down is about to end, we need to surprise the public, lift the general mood and to get everyone excited to travel again. The mission is to grab as much attention as possible without the use of advertising. Up for the challenge? Yes? When can we meet?’
‘Monday!’
Next thing I know, I find myself on the airfield looking at planes.
The rest is history.
There was no time to waste. I started brainstorming right away.
The message Luxair wants to transmit was totally in line with my own, having a positive impact on my immediate surrounding, spreading joy and positivity.
The final design is based on pretty much the first image that came to my mind during the research phase: a personalised suitcase covered in stickers.
It took me approximately 200 hours from my first scribbles on a white page to the finished composition on the two passenger planes: a Boeing 737-800, registered LX-LGU and a De Havilland Q400, registered LX-LQA.
It was an exciting collaboration. We all worked around the clock, taking care of every detail. The last time I felt so enthusiastic was when I was preparing for the grand opening of my art gallery. It was a pleasure and a privilege to work with such a great team, who did everything possible to make every idea a reality. This is by far one of the most challenging and enjoyable projects I have ever worked on. I hope that I was able to pass on my motivation and joy of travelling. I can never thank Luxair enough for giving me the opportunity to exhibit my art on a passenger plane.
