WTCE issue: All eyes on the LSG Group
This is a special feature from PAX International's May 2024 WTCE issue, on page 44.
A glimpse of the WTCE 2024 dessert menu
This year, all eyes are on the
LSG Group as it makes its
debut at the WTCE as a standalone company. PAX International sat
down with Alexandra Appel, Head of Communications and Marketing,
and Patrick Himmelhaus, Director
of Global Event Management and
Marketing, to delve into the company’s
approach to this milestone event.
Alexandra Appel, Head of Communications
and Marketing (left) and Patrick Himmelhaus,
Director of Global Event Management
and Marketing at the LSG Group
PAX INTERNATIONAL: As the LSG Group steps onto the stage of WTCE for the first time as a standalone company, how will the booth and presence at the event reflect this significant milestone?
ALEXANDRA APPEL: Our debut as a standalone company at WTCE signifies a pivotal moment for our expert brands LSG Sky Chefs and Retail inMotion as we reaffirm our commitment to shaping the future of aviation catering and onboard retail within the LSG Group. With a refreshed and sustainable booth design and a team of experts showcasing our product range, we aim to strike a balance between continuity and innovation, showcasing our longstanding industry leadership and relationships with customers.
PAX INTERNATIONAL: Can you share insights into the design and features of the LSG booth that will draw attendees’ attention?
PATRICK HIMMELHAUS: At our booth, we’ve crafted an environment that seamlessly blends innovation with tradition. From holograms that showcase cutting-edge technology to concealed lounges offering privacy and exclusivity, we invite visitors to immerse themselves in an experience that embodies our pursuit of innovation while honouring our rich heritage.
PAX INTERNATIONAL: The LSG Group’s partnership with Barilla and Kaelis has been longstanding. How will this partnership be celebrated at WTCE, and what can attendees expect?
APPEL: At WTCE, we’ll shine a spotlight on our enduring partnerships with Barilla and Kaelis. Attendees can anticipate a curated dining experience that marries culinary excellence with innovative design. For instance, Kaelis has crafted a bespoke line of plates, each embodying the theme of ‘Flavours of the World,’ with varied shapes, colours and textures.
PAX INTERNATIONAL: What theme will the LSG Group booth embody, and what culinary delights will be on display?
APPEL: Our culinary theme, ‘Flavours of the World,’ reflects our global reach and diverse offerings. From fine dining menus to casual bar snacks, attendees can indulge in a fusion of global flavours curated by our culinary experts.
HIMMELHAUS: At the core of our exhibition lies an invitation for attendees to embark on a sensory journey, experiencing modern interpretations of flavours from around the globe.
PAX INTERNATIONAL: Beyond the booth, what events or activities does the LSG Group have planned for WTCE attendees?
APPEL: Beyond the booth, attendees can engage in lively events such as booth parties and exclusive customer gatherings. We aim to offer an enriching experience that extends beyond the exhibition floor, including participation in discussions at the Passenger Experience Conference on ‘Cycle Proofing the Cabin’ and at the Taste of Travel on ‘Fighting Fraud in the Cabin.’ This provides an opportunity for attendees to meet familiar faces and subject matter experts, fostering valuable connections and insights.
