Plane to Product
KLM Netherlands
Issue 36 | September 2015
Agency
DDB & Tribal Amsterdam
Creative Team
Creative DDB & Tribal Amsterdam
Production Team
Production DDB & Tribal Amsterdam
Other Credits
Design Prototypes Design Academy Eindhoven Design Mobile & Closet KNOL Technique Beam Brothers Decor Projectcolor Location Bijenkorf
Date
June 2015
Background
In 2013, KLM introduced its new World Business Class (WBC) cabin interior, stripping out all the old seats, seatbelts, TV screens and carpets.
Rather than just commit the old materials to landfill, the question was, what new purpose might they be given?
Idea
Since the new cabin was designed by Hella Jongerius, who was a product of the Eindhoven Academy of Design, students at the academy were given all the old materials and invited to recycle them in a range of new travel accessories.
The eight most striking designs were showcased in the windows of the famous Amsterdam department store Bijenkorf alongside some of the elements of the new Business Class cabin.
Results
Not available yet.
Our Thoughts
Over the last two or three years, KLM has had a constant presence in social media with some great campaigns from Tribal DDB including #happytohelp (Directory 34) and the bounding beagle in their ‘Lost & Found’ idea (Directory 35) not to mention ideas like ‘Live High Five’ from Eigen Fabrikaat. This may seem like a small idea, a display in a shop window, but with the PR it generated, with the eyeballs it attracted, it joins together with all KLM’s other little ideas to give the sense of a giant presence.