SHOWROOM ON ICE

Loods 5 - Showroom on Ice (Case Study) | Campaign 1. Background & Challenge Prominent Dutch home furnishings retailer Loods 5 needed to transcend conventional static showroom layouts to forge a deeper emotional connection with modern consumers. The B2C marketing challenge was to boost product sales by transforming a traditionally passive retail category into an active, memorable lifestyle event. Recognizing that contemporary buyers prioritize unique engagement over purely transactional shopping, the brand sought to leverage the deeply cherished Dutch winter tradition of children learning to ice skate by pushing chairs across the ice, translating this national cultural heritage into a direct commercial opportunity. 2. Creative Idea & Strategy The underlying strategy merged cultural resonance with contextual product utility, proving furniture quality by testing its structural robustness in a highly unexpected, active environment. Driven by the concept "Showroom on Ice," Loods 5 transformed Amsterdam’s iconic Museumplein ice rink into the world’s first interactive, live-action furniture showroom. A chic collection of proprietary and designer chairs—including premium pieces from Vitra—were placed directly onto the ice, dual-functioning as functional skating supports and interactive touchpoints to turn a familiar winter pastime into an experiential brand asset. 3. Execution The experiential activation ran for a week, converting the entire skating rink into a sprawling, functional retail display. Visitors were encouraged to physically push and sit on the chairs, testing their stability and comfort while gliding. To streamline consumer acquisition, each chair was equipped with a discreet QR code, establishing a frictionless digital path to purchase directly from the physical ice rink. The campaign launched with an exclusive media skating clinic led by prominent skater Pien Hersman, supported by targeted digital out-of-home (DOOH) assets to channel foot traffic to the installation. 4. Results & Impact The localized campaign achieved remarkable retail efficiency, driving a 30% year-over-year increase in chair sales during the activation week and proving the commercial power of contextual experiential marketing. The project generated substantial media momentum, capturing 2.8 million press impressions, over 1 million in influencer reach, and 149,000 localized DOOH impressions. By successfully blending high-touch physical interaction with instant e-commerce pathways, Loods 5 elevated its design-forward brand perception and permanently optimized its long-term consumer equity. Credits: - Client: Loods 5 - Agency: Ogilvy / Amsterdam Copyright Notice: Content featured on this channel may be submitted by members of the advertising and creative community via email for editorial review and educational discussion. We respect the intellectual property rights of creators, agencies, production companies, and brands. If you are a rights holder and believe any content has been featured without appropriate authorization, please contact us and we will promptly review and remove the material upon request.