KLM changes business class forever

Personal space is defined as the area around a person which they psychologically define as theirs. KLM realises how uncomfortable their customers can get when this invisible contact is breached.

Published: Tue 15 Feb 2011 10:24 CEST
image alt text

As a result, it sent Matt Chapman to Schiphol Airport in Amsterdam to examine people's reactions when he gets too close.

The results are predictable - with passengers uncomfortable at any sort of unnecessary physical contract with strangers.

The exchanges between Chapman and passengers get more and more awkward as Chapman really pushes the boundaries of what is socially acceptable.

Amidst all this personal space invasion, there is a message - that being the introduction of an "empty seat" to KLM's European business class filghts.

With this campaign, KLM have successfully managed to examine the human psyche and sell an enticing commodity - surely a rarity?


Join the conversation in our comments section below. Share your own views and experience and if you have a question or suggestion for our journalists then email us at [email protected].
Please keep comments civil, constructive and on topic – and make sure to read our terms of use before getting involved.

Please log in to leave a comment.

See Also