The Client:
For 80 years, KLM Royal Dutch Airlines has connected New York and Amsterdam, building cultural, economic, and personal ties between the United States and the Netherlands. To commemorate the 80th anniversary of its first transatlantic route, KLM partnered with The New York Historical to unveil a special-edition Delft miniature house inspired by the museum's historic building.
Since the 1950s, KLM has gifted its iconic Delft Houses to World Business Class passengers. The collectible replicas have become one of the airline's most beloved traditions, with travelers eagerly adding new editions to their collections. The New York Historical edition marked a historic first: KLM's first-ever Delft House modeled after a United States landmark.
The celebration brought together media, influencers, aviation leaders, and business partners to honor KLM's pioneering history while highlighting its continued commitment to innovation, hospitality, and its "Travel Well" philosophy.
The Challenge:
KLM approached SEQ with a clear vision for the event and four key objectives:
- Tell the complete KLM story, honoring the airline's historic New York-Amsterdam crossing while showcasing the brand's modern-day commitment to hospitality and innovation.
- Strengthen brand awareness among media, influencers, executives, and industry partners.
- Create memorable, shareable experiences that encouraged social engagement.
- Generate meaningful PR opportunities.
To achieve these goals, KLM needed an experience that seamlessly connected its history, heritage, and future vision into a single narrative.
The Solution:
SEQ partnered closely with KLM to develop the event's narrative, creative direction, and guest journey. Centered on the airline's historic transatlantic crossing, the experience used KLM's 80-year journey between New York and Amsterdam as the thread connecting every touchpoint.
Guests received branded “boarding passes” at registration before exploring immersive installations, including large-scale Delft House fabrications, archival displays, and storytelling moments that highlighted the airline's evolution over eight decades.
SEQ worked with KLM to transform historical artifacts—including vintage posters, uniforms, menus, and comfort kits—into a cohesive exhibition. Aviation-inspired design elements, airport callouts, route references, and KLM's signature blue reinforced the brand throughout the space.
Guests also interacted with ambassadors in KLM flight attendant uniforms, experienced bilingual Dutch and English touchpoints, and departed with the newly unveiled New York Historical Delft House as a commemorative keepsake.
SEQ managed fabrication and installation of the event's custom-built elements, including coordinating an expanded production scope and overseeing the relocation of the signature Delft House installation into The New York Historical's lobby, where it remained on display for five additional days following the event.
The Results:
The event successfully brought KLM's 80-year transatlantic story to life for media, influencers, executives, and strategic partners, creating an immersive brand experience that connected the airline's heritage with its future.
One of the event's signature installations continued generating visibility after the celebration concluded, remaining on display in The New York Historical's lobby for five additional days and extending exposure to museum visitors.
Social success metrics are still being calculated, check back soon!
The Kind Words:
"What you created was more than just a successful event. You created an atmosphere, an experience, and a lasting impression that resonated with every guest in attendance.
The feedback we have received has been overwhelmingly positive—so much that CEO Marjan Rintel said it was the best KLM event she has ever attended—and so much of that is a direct reflection of your vision, hard work, and commitment to excellence.
Thank you for being true partners throughout this process, for bringing our vision to life in ways that exceeded our expectations, and for making what could have been stressful feel seamless and enjoyable."
— Partnership and Events Specialist, USA, KLM Royal Dutch Airlines
