To draw some attention to the new World Business Class interior Dutch airline KLM collaborated with DDB & Tribal and the Design Academy Eindhoven to recycle the old business class interior into prototypes of KLM travel products.

The film shows things like a pillow that transforms into a bag, a plane to wear around kids’ shoes and a smart phone holder. It looks like most prototypes are pretty useless and thus won’t make it into real products (probably because inventing an entirely new travel product is quite a difficult task!), but at least they made it into a window display exhibition in department store De Bijenkorf. And hopefully KLM has become a tiny bit more innovative in the perception of the (business class) consumer.

The new World Business Class design was done by Design Academy alumna Hella Jongerius.