Baby brand space — Update

Acknowledging that travelling with infants can be a strain on both parents and children, Amsterdam’s Schiphol Airport just opened Schiphol Babycare Lounge by Nutricia. Located in the airport’s main departure terminal, the lounge is (as the name indicates) a co-branding effort by Schiphol and Nutricia, a Dutch baby food brand. Designed by MV Architects, the lounge is serenely stylish and geared to ensuring a baby’s well-being while en route. The 90 m2 area features seven circular ‘cabins’, each of which can be closed off with sheer curtains to create a personal zone. The booths have comfortable circular seating curving around a crib. Lights in the lounge are dimmed for sleeping babies, with individual reading lights for parents. For infants that need a bit of distraction, each booth has a gadget that projects coloured lights on the ceiling, just above the crib. Other facilities include a changing area, baby baths and a microwave for heating food. Although Nutricia hasn’t stocked a pantry with samples of their own baby food, the brand does offer tips on baby nutrition and travelling with children. The space is open daily from 6 am to 10 pm, accessible free of charge to parents and children aged 0–3. All in all, a well-executed example of what our sister site trendwatching.com calls a brand space: a place where consumers can try things out, work or relax, without being expected to buy a product or service while they’re there. In their baby lounge, Schiphol and Nutricia are accommodating consumers outside the home and offering them a temporary sanctuary when they need it most. When it comes to brand building, a little empathy goes a long way. For more on brand spaces, check out trendwatching.com’s briefing. It was published a while ago, but most of the insights and examples are still very relevant.