Schiphol Airport and MADE.com open branded pop-up living rooms at the airport

Schiphol Airport x MADE popup lounges_680x252

By Marisa Garcia

Schiphol has partnered with online furniture shop MADE.com and opened several branded waiting spaces, giving passengers comfy living room oases at the bustling H- and M-piers.

These piers host low-cost carriers serving the airport. The MADE partnership was a good opportunity for Schiphol to spruce up the more austere terminal area, pleasantly surprising passengers.

MADE also gets to reach shoppers who might like testing out its more affordable high-design furnishings.

With a head office in London and an office in Shanghai, China, MADE minimises its overheads by selling online, and groups orders of the same item together to gain efficiencies from repetitive production. It does not own its factories, instead building close working relationships with independent factories and designers.

Rather than pay for permanent retail spaces, MADE has opened several pop-up showrooms, featuring a changing selection furnishings where customers can take away fabric samples and create wish-lists. The company recently opened its fourth European showroom at Amsterdam’s Overtoom street.

Brand partnerships
“Schiphol is the perfect partner to create a innovative and unconventional shop area,” says Damien Poelhekke of MADE. “Both Schiphol MADE are pushing a limit, in a new learning environment. So we go together on a journey to discover the customer of the future.”

For Schiphol, the pop-up terminal showroom was an opportunity to trial an alternative retail space model, while giving passengers something unexpected which would enhance their travels.

“Schiphol wants to achieve the best possible passenger experience. For that, airports need to always innovative in the area of retail,” said Gideon Ruig, Commercial Development Manager for Schiphol Airport. “The living rooms of Made.com at Schiphol Airport offer passengers a contemporary waiting room, which highlights all the products they will find and could purchase online.”

The airport display is confirmed to remain open for three months. Thereafter, Schiphol and MADE will decide whether to keep the branded living spaces open for a longer period.

“Made.com shows us an original way to combine an online and physical store in the same showroom. We hope the people waiting at the airport find it valuable, and in the future to be a showroom for other innovative products,” said Ruig.

Paris Charles de Gaulle x IKEA
Amsterdam Schiphol Airport is taking a cue from IKEA’s 2012 ‘Brand Spaces’ initiative that saw the Swedish furnishing giant open a 220-square meters temporary public lounge at the departure area of Paris Charles de Gaulle airport, featuring a large number of IKEA sofas, table, lamps and tv’s to create cosy spaces.

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