KLM recently renewed the interior of its World Business Class cabin. Now the Dutch airline -- always clever with its promotional campaigns through DDB & Tribal Worldwide Amsterdam -- has found a way both to recycle the old materials it had left over, and promote the makeover at the same time.
It asked design students at the Design Academy Eindhoven to use the materials to come up with new travel products. Materials included seats, seat covers, seatbelts and even TV screens; and the students found ingenious ways to reuse them, including as pillows that transform into travel bags, airplane-shaped shoes for kids, exercise equipment and more. KLM and DDB & Tribal chose the eight best designs, and they will be on show in window displays at Dutch department store Bijenkorf in Amsterdam until June 15. The agency tells us that while they are just protoypes for now, should they prove popular KLM would consider taking them into production.