By Gillian West

To celebrate the launch of its new World Business Class, designed by Hella Jongerius, KLM Royal Dutch Airlines worked with DDB & Tribal Amsterdam to create Flat or Not.

At KLM’s home base of Amsterdam Airport Schiphol the airline replaced an ordinary waiting seat with a seat that could transform into a fully-flat bed, much like the new seats on its new World Business Class.

When unsuspecting travellers sat down, the seat reclined, and those who dared to relax fully in the middle of the busy airport were rewarded for their sloth.

KLM filmed the reactions to the reclining seat Read full story ›

Source: The Drum