KLM - Soho Pop Up

KLM - Soho Pop Up

For three days in June, New Yorkers walking along Mulberry Street in the city’s super-hip Soho district had a chance to “pop” into a KLM Pop-Up Shop for a multi-faceted Dutch experience.

Working together with Dutch designer Hella Jongerius (who also oversaw the look and feel of KLM’s new World Business Class) the airline designed a popup experience infused with the very best of Dutch culture and airline-themed fun that was interactive on a multitude of levels.

Dutch DJ’s spun records in one section, while KLM’s inflight treats were served up in another; and blue stationary bicycles (bikes are a massively popular way to get around the Dutch capital of Amsterdam) got people moving in a competition to win KLM Flying Blue points by pedaling the farthest in 60 seconds. There were Dutch wafflemaking workshops, live art demonstrations and also featured was a merchandise shop designed to promote the shop@KLM online store.

Helping to spread the word about this limited time opportunity, KLM installed a photo booth linked to social networks in the shop. This encouraged visitors to snap a picture and share with friends. The airline also invited a number of locally–based travel writers and bloggers into the location for a sneak peek prior to public opening.

In a pre-opening interview , Marnix Fruitema, senior vice-president, North America Air France-KLM told APEX Media:

KLM Each activity we have planned is a key touchstone of Dutch culture and connected to the KLM brand.