10. September, 2018

The world's leading digital marketing Expo and Conference started above the clouds

For the second consecutive year, the hot spot of the digiconomy DMEXCO launched while in flight. Passengers on flight LH401 from New York (JFK) to Frankfurt (FRA) on September 10, 2018 experienced a FlyingLab in-flight conference with five interactive keynote presentations by experts of international brands talking about current trends and innovations in digital marketing, technology and business.

Furthermore, passengers were able to test cutting-edge travel gadgets on board and register to DMEXCO already at the gate reception at John F. Kennedy International Airport. They were greeted by Jörg Liebe, Senior Director Digital Innovations of Lufthansa Group, and Dr. Dominik Matyka, Board member and chief advisor DMEXCO, at the gate, received detailed information about the conference program on board and about Lufthansa’s FlyingLab format. 

Lufthansa FlyingLab DMEXCO - Summary Video

The FlyingLab Speakers on board

On board the Airbus 380 from New York to Frankfurt, Dr. Dominik Matyka, Board member and chief advisor of DMEXCO, hosted and moderated the in-flight conference. All interviews and keynotes were filmed by a professional film crew and broadcasted via a custom-made in-flight conference system on board. Passengers were able to live-stream the conference on board from their own seats via their own Wi-Fi-enabled device (laptop, smartphone or tablet) and even participate during the interviews by posing questions via an interactive chat.


Alex Tapscott

„Blockchain: How Digital Marketers Can Thrive in the 2nd Era of the Internet“

Author and Philosopher

David Weinberger

„In Favor of the Inexplicable“

Board member and chief advisor DMEXCO

Dr. Dominik Matyka

„Host and Moderator“

Founder and CEO Franka Emika

Simon Haddadin

„Safe Robots - intuitive interaction and virtual programming“

Special Advisor United Nations

Claudia Edelman

„Purpose is the Future: A Wake-up Call for Brands“

Senior Director Digital Innovations Lufthansa Group

Jörg Liebe


Editorial Director Adweek

James Cooper

„How Does the Digital Age Changes the Media Landscape“

The test device

Inflight VR - Dive deeper

Test the current Crystal Cabin Award finalist - Inflight Virtual Reality glasses. Being totally immersed in a virtual world, you quickly forget you are in an aircraft cabin with restricted space. Your travel experience is thereby enhanced considerably. Virtual Reality addresses 90 percent of the human being’s senses. This allows a complete immersion into the virtual world the viewer is exposed to.

The headset contains the software in which all the VR contents are stored. This significantly simplifies its use by the passenger. Therefore, you can experience all digital content on the glasses.

Inflight-VR is developed by a company headquartered in Munich, Germany. Established in 2014, its multinational team of virtual reality, network and backend software specialists have developed a unique concept enabling the deployment of a fully immersive and high-quality Virtual Reality entertainment on board aircrafts and other transport vehicles.

Lufthansa FlyingLab booth at DMEXCO World of Experience

Lufthansa FlyingLab presented The Future of Flying at this year’s DMEXCO World of Experience conference in Cologne, Germany. Visitors of DMEXCO could get a sneak-peak at the experience of traveling in the future by testing cutting-edge devices like VR headsets, try out the new AR Lufthansa game and fully immerse into a virtual world using all their senses inside the Sensory Box.


Two days of inspiration, dialogue and digital business.

DMEXCO is the meeting place and a community for key players in digital business, marketing, and innovation. They bring together industry leaders, marketing and media professionals, and tech pioneers to set the digital agenda.

They offer an ecosystem with seminars, debates, and expositions outlining the future of the digital economy and driving market value.

Bringing together 40,000 visitors, 1,100 exhibitors, and 500 speakers from around the world for a one-of-a-kind event each year in Cologne, DMEXCO has set the standard as the place for business minds to learn and inspire, build connections, and for ideas to become actions.

Become a Lufthansa FlyingLab partner

Are you interested to actively participate on a FlyingLab flight or are you a manufacturer of an exciting new device or the provider of an interesting service? Would you like to introduce your idea to passengers in an interesting manner? We are looking forward to hearing from you.

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