New look for shopping at Schiphol with a focus on total experience


From now on, passengers travelling abroad via Amsterdam Airport Schiphol will see a new positioning strategy for retail and catering outlets at the airport. The focus is on the total online and offline shopping experience and international consumers, with the Dutch icons playing an important role. This new approach will allow the airport to offer both Dutch and international passengers a distinctive and multifaceted shopping and dining experience that can only be found in the Netherlands.

The change means that See Buy Fly will no longer appear as a separate brand in the store image. This is because the airport will be focusing more on creating a broader shopping and dining experience for Dutch and international passengers, while the See Buy Fly concept is mainly associated with price promotions. In addition to the long list of exclusive shops and products, Schiphol also boasts modern restaurants, exclusive museums such as the Rijksmuseum and NEMO, a library and much more. The new positioning can be seen both in the terminal and on all online channels available for consumers to explore.

We want to position shopping at Schiphol in a way that reflects the current trends, in which experience, internationalisation and online are playing an increasingly important role. We are extremely proud to have designed a shopping experience with a look that Dutch citizens will recognise and that offers unique encounters with Dutch icons that international passengers will enjoy.
Senior Marketing & Customer Experience Manager at Amsterdam Airport Schiphol

New shopping experience
Passengers can see the change reflected in a new visual positioning strategy for shopping at Schiphol that largely includes the colour orange, in traditional and surprising Dutch products, and in well-known and lesser known Dutch and international brands. Inspiring experiences such as the Rijksmuseum and NEMO, which are part of Schiphol’s Holland Boulevard in Departure Lounge 2, will be even more actively advertised to passengers as well.

The new identity will be visible in more and more places. The shopping environment on Schiphol.nl has been designed in the new style with a wealth of product information. Passengers can also browse through and reserve products from the comfort of their home (Click & Collect). The new style can be seen in the terminal as well, in the form of new adverts and Dutch products at the shops located both before and after Security Control.

Unique Dutch Experience
In addition to the world-class Rijksmuseum and NEMO, there are even more Dutch treasures to discover at Schiphol that make the shopping experience at our airport unique. Examples include the Dutch cuisine at grand café Tastes from the Lowlands, furniture made by leading Dutch designers like Marcel Wanders, and other exciting and sustainable Dutch newcomers such as the Health Food Wall, the Yoghurt Barn and Soup&Bakery by the Verspillingsfabriek. Passengers can also purchase products from a range of Dutch brands, such as Tony’s Chocolonely in Departure Lounge 3.