The Challenge

Launch United Polaris business class to an audience of sophisticated, high-end travelers. The catch? It won't be installed in planes for another four months. 

United Polaris isn't just better seats, it's a suite-like experience that needs to be seen, heard, touched, tasted and even smelled. 

We created a high-end, retail-inspired showcase that offers a sensory tour of United Polaris. Aspirational, dreamlike communication approach captures sophistication and reinforces the emphasis on sleep amenities. 

Introduce the new product to the press through an awe-inspiring reveal at NYC's Gotham Hall. Then take the showcase on a tour targeting United's best customers.