Etihad: Projection, Prestige, and the Power of Arrival in the Airbus A350 Launch Campaign

Inside a visually stunning launch that turned Cipriani Wall Street into a living canvas for Etihad’s newest flagship aircraft.

THE ASK:

Following a successful launch in Boston, Etihad Airways tasked us with producing a New York debut for its Airbus A350 — one of the most advanced aircraft in commercial aviation. The event would welcome the airline’s most high-profile guests: global executives, travel industry leaders, and elite media. The setting: Cipriani Wall Street — a landmark of neoclassical grandeur. The turnaround: four weeks. The expectation: excellence at every level.

THE INSIGHT:

In a city built on spectacle, the only way to stand out is to create a moment that feels unrepeatable. The A350 wasn’t just another plane; it was a symbol of Etihad’s future. Our challenge was to translate that sense of innovation into an event that would feel as technologically ambitious and emotionally resonant as the aircraft itself — without losing the signature warmth and sophistication of the Etihad brand.

THE IDEA:

Use Cipriani’s cathedral-like interiors not just as a backdrop — but as the stage for an immersive visual experience. The concept centered on a video-mapped performance that would wrap the venue in light, flight, and future. Historic architecture would meet modern aviation in one sweeping, cinematic reveal.

THE EXECUTION:

Digital Masterpiece: As guests settled into the grand hall, the lights dimmed and projection mapping enveloped the vaulted ceilings and columns, transforming Cipriani into a breathtaking, animated journey through Abu Dhabi, the A350 cabin, and the Etihad story. The performance was accompanied by a specially composed soundscape — atmospheric, elegant, and transporting.
Orchestrated Program Flow: The projection moment served as the centerpiece of a tightly run show, flanked by executive speeches, live music, and a carefully choreographed guest experience.
Venue Design: We honored Cipriani’s architectural majesty with understated yet elevated design elements — warm lighting, refined florals, and luxe furnishings that complemented the setting without competing with it.
Menu & Hospitality: A custom culinary experience echoed Etihad’s inflight service — refined, globally inspired, and tailored to accommodate every guest, including those with highly specific last-minute dietary requests.
Premium Touchpoints: Branded details were subtle and strategic — from illuminated welcome signage to elegant take-home mementos — ensuring brand presence was ever-present but never overpowering.
Production Timeline: With only four weeks to plan, design, and produce, we worked in lockstep with Etihad’s global team, across time zones, to align every creative and logistical element without compromise.

THE IMPACT:

Stunning Reception: The projection-mapped sequence became the talk of the evening — with guests describing it as “unexpected,” “cinematic,” and “world-class.”
Client Trust Elevated: Despite the compressed timeline and late-stage challenges, the event was executed flawlessly, reinforcing Etihad’s trust in our ability to deliver at the highest level.
Repeat Commission: The success of this A350 launch led directly to Etihad re-engaging us for their next major event in New York — a testament to performance and partnership.

At Cipriani, we didn’t just produce a launch. We created an atmosphere where history met horizon — and where every guest felt the future of flight arrive in full color, light, and sound.

CONCLUSION:

Etihad Airways partnered with Tagline 360 to meticulously plan and execute the launch of their new Airbus A350 carrier at the esteemed Cipriani Wall Street venue in New York City. By harmonizing every facet of the event with Etihad's reputation for luxury, from the choice of venue and culinary offerings to the engagement of top-tier event suppliers and the execution of flawless service, Tagline 360 delivered an exceptional event experience that impeccably embodied the essence of the Etihad brand.