Amsterdam’s famed Rijksmuseum has teamed up with Rituals to create a bespoke product range synonymous with the city’s historical cultural influences.

The aptly named Amsterdam Collection can be purchased at Amsterdam Airport Schiphol through Kappé and onboard KLM Royal Dutch Airlines, as well as at the museum, Rituals Leidsestraat, Rituals.com, bijenkorf.com and Bijenkorf Amsterdam.

It comprises Rituals’ best-selling Foaming Shower Gel, Body Cream, Body Mist and Hand Wash and Hand Lotion in addition to Fragrance Sticks, Parfum d’Interieur and a Scented Candle.

“The Amsterdam Collection provides travellers with the opportunity to take home a lovely souvenir from their trip, while completing the 360-degree Rituals experience,” commented Neil Ebbutt, Rituals Director Travel Retail.

LOUNGE 2 POP-UP

A spin-off gift set has also been created, containing the Foaming Shower Gel, Body Cream and Body Mist.

Supporting the launch at Schiphol is a 360-degree campaign targeting travellers during their journeys.

The campaign boasts extensive out-of-home advertising in Lounge 1 and 2, social media exposure, gifts with purchase and a pop-up at Lounge 2.

A replica Rijksmuseum vase, which inspired the product design sits alongside product displays and a water table experience for hand and arm massages.

In addition, a sharing box feature permits travellers to devise their own Amsterdam Collection memento by taking a photo or ‘GIF’ in front of an Amsterdam Collection-themed backdrop to share via email and/or social media channels.

Mandarin is being used as a communication tool, supported by banner advertising on Schiphol’s website and Weibo page and coverage in the June issue of Schiphol’s English/Mandarin bilingual ‘See Buy Fly Chinese’ brochure, which is handed out to arriving Chinese passengers.

Ebbutt added: “The beautiful Amsterdam Collection and supporting promotion at Amsterdam Airport Schiphol highlights our ongoing commitment to offering travellers exclusive products and experiences.”