Reimagining the Baggage Reclaim Experience
The Challenge
The baggage reclaim area is often the first space passengers encounter after landing, and in many cases, the final one before leaving the airport. Either way, it’s a key touchpoint that shapes lasting impressions. We believe it should be just as memorable as any other part of the journey. Instead of a place defined by waiting and uncertainty, we envision a space that feels calm, clear, and culturally rich.
Together with Schiphol’s Passenger Experience and Terminal teams, we’re rethinking how infrastructure, operational processes, and passenger services can come together to elevate this environment.
Our goal is to create a reclaim area that feels intuitive to navigate, pleasant to wait in, and reflective of the Netherlands’ identity.
What we want to achieve
- Create a welcoming atmosphere by shaping an environment that makes waiting times more pleasant.
- Offer moments of surprise and delight that transform passive waiting into a positive and memorable experience.
- Enhance intuitiveness by designing the space, services, and next steps to be easy to understand and navigate, making it simpler to find assistance when needed.
What We're Looking For
We’re calling on innovators, from startups to studios, to help us reimagine this space. Whether your solution is rooted in design, tech, storytelling, or something unexpected, we want to hear from you.
The following are some of the areas we are exploring, though we are not limited to them:
- Ambient sensory design: lighting, greenery, soundscapes, scents, and climate.
- Interactive installations: displays, interactive media, digital art, AR, infotainment, and branded storytelling.
We are also looking for Outside-the-box ideas. Anything that adds value in a surprising way!!
We Welcome Solutions That Are
- Technically feasible: We’re looking for proven technology that can be successfully integrated into the airport environment. Our primary focus is on integration within the airport, not on developing solutions from scratch.
- Passenger-centered: Solutions should be designed with the traveler in mind, yet flexible enough to align with airport operations and support our staff.
- Culturally sensitive and visually appealing: Designs should respect diverse backgrounds while contributing to an attractive and engaging environment.
In addition, there are a few qualities that would make a solution even more valuable in the airport context:
- Unobstructed visibility: Passengers should have a clear view of the baggage reclaim area, free from visual disruptions.
- Sense of ease: The atmosphere should promote calmness and reduce stress.
- Operational respect: New elements must support, not hinder, the operational flow and movement of airport staff.
- Low maintenance: Solutions that require minimal upkeep are preferred.
No matter your size, location or airport expertise...if you have a solution that fits, we want to hear from you.
What's In It For You
This is more than just a challenge, it’s an opportunity to:
- Pilot your solution at one of Europe’s most prominent airports, gaining real-world exposure in a high-impact environment.
- Expand into a new industry, with Schiphol as a launchpad for scaling your innovation in aviation and beyond.
- Collaborate with airport experts, gaining valuable insights and feedback from professionals in passenger experience, terminal operations, and innovation.
The Process & Timeline
We’ve designed a structured process to ensure we find the most promising and impactful solutions:
• May–June 2025: We’re conducting global research benchmarking top airports and exploring adjacent industries like retail, hospitality, museums, and healthcare to understand how similar challenges have been addressed.
• July-August 2025: The open call is live! During the summer, we’ll be reviewing applications and conducting interviews with selected innovators.
• September 2025: Final selection of solutions to move forward into the pilot phase.
Ready to Co-Create the Future?
This is your opportunity to shape one of the most visible and emotionally resonant spaces in the airport. If you’re working on a solution that can transform the baggage reclaim experience, whether through design, technology, or storytelling, we want to hear from you.
Let’s turn waiting into wonder.
When does it close?
How do I apply?
How do I apply?
