Repositioning and visual identity of the airports shopping.
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 Millford to future-proof its consumer-facing domains such as shopping and parking. Now, a little later than planned, the moment has finally arrived: experience Schiphol's new visual identity in all its momentous glory.
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.
“We want 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 can make that happen.”
- Wieke Vrielink, Head of Marketing & Customer ExperienceThe 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.
“Brand positioning and visual identity work together in perfect synergy – by the book. It’s the result of a rigorous and well-thought-out process that we as Millford are incredibly proud of.”
- Sanne van Kuijk, Strategy Director Millford
We'd love to hear from you.
Contact us for new business, questions, or to schedule a visit to our studio in Leiden.