Delta - Flight Therapy Brand Space

Delta - Flight Therapy Brand Space

Delta Air Lines, possibly the most active airline when it comes to incorporating so-called ‘brand spaces’ such as its Sky360 Lounges , in its marketing mix, held a ‘Delta Flight Therapy ’ sensory experience pop-up event in Otemachi, one of Tokyo’s business districts.

The purpose-built space was set up in front of an office building between 23 and 25 October and combined visual, auditory and olfactory senses to promote Delta’s Business Class experience.

Inside the space, designed by Wieden+Kenney Tokyo , visitors could try out the fully flat bed installed in the airline’s B747-400 business class. The Flight Therapy module sported an organic, futuristic ambience, including mood lighting that changed dramatically in both color and intensity, with ambient music at the background played via a high resolution sound system. The popup space also gave visitors a chance to experience Arobalance , a relaxation aroma developed by Australian company Air Aroma. Each visitor received a sample of the fragrance.

As Tokyo is a major hub for Delta, with daily flights to cities in the US and Asia, so Tokyo’s CBD was an ideal location to promote the airline’s premium product.