NETHERLANDS. Rituals recently showcased its Amsterdam Collection with a dedicated pop-up at Amsterdam Airport Schiphol.
The animation ran throughout September in Lounge 2 beside the duty-free zone where Rituals products are available. It marked a homecoming for the Amsterdam Collection which first launched in 2019.
Lounge 2 serves more than 15 million international passengers annually and houses a range of luxury brands.
The pop-up targeted international travellers flying between Europe, Asia, the Middle East and North America.
A custom Rituals flower gumball machine was a stand-out element. It offered travellers the chance to win a hand massage, Mini Shower Foam or large Gift Set with qualifying purchases.
In addition, travellers who spent €50 or more also received a Wild Fig Kitchen Set as a gift with purchase.
The activation was part of Rituals’ global Amsterdam Collection campaign, which included pop-ups, podiums and gondola-end displays across 120 travel retail locations.
The Amsterdam Collection was created in partnership with the Rijksmuseum. It combines Dutch tulip and East Asian yuzu, with black pepper and sandalwood notes. The packaging takes inspiration from a Delft blue vase in the museum’s collection, reflecting the range’s combination of Dutch heritage and Eastern influences.
“Amsterdam is where Rituals was born, so bringing the Amsterdam Collection back to Schiphol really felt like coming home,” commented Rituals Global Travel Retail Director Lotte Rozemuller.
“Schiphol is often the first and the last thing travellers see of our city. With this pop-up, we wanted to turn that moment into something joyful and a little unexpected, and give people a piece of Amsterdam to take with them, wherever they are heading next.” ✈
