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Schiphol

Innovation Travel

Schiphol Shopping Visual Identity

A dream job – that is what it was. Repositioning Schiphol Shopping was an incredible journey in an incredible time. Before the pandemic swept the world, Schiphol was working with Brand Potential to future-proof its consumer-facing domains such as Shopping, Parking and Privium.

Far-reaching Travel Retail

The travel retail landscape is constantly changing, witnessing one innovation after another. ‘Point of sale’ is transforming into ‘point of experience’ and ‘product distribution’ into ‘product exploration’. Schiphol Airport wants to offer travellers a shopping experience that exceeds their expectations. The thread that ties it all together is Schiphol’s greatest source of pride: the Netherlands. Because Schiphol is not just the gateway to the Netherlands. It is also a springboard to just about everywhere on the planet. The focus of travel retail has shifted from primarily selling products to providing a unique shopping experience you cannot find anywhere else. The visual style of Schiphol Shopping is bold and colourful, organised yet playful. Modern and daring with a sense of humour. Clear, friendly and pragmatic. The different layers and aspects of the style make it suitable for use in both online and offline communication. Colour combinations and copy may also vary by purpose, target group or channel.

The terminal itself needed a guiding colour, which ended up being the national colour of the Netherlands: orange. We like to refer to its tone of voice as ‘Dutch with a twist’ – straightforward with a touch of fun.

“We wanted to create a shopping experience that will feel familiar to Dutch people and uniquely Dutch to international travellers – something they cannot encounter online or in their everyday lives. With this positioning and visual style, we made that happen.”

— Wieke Vrielink, Head of Marketing & Customer Experience

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