Heaven! The day you leave for vacation has come. You wake up frisky, suitcases in the car and whoop, on to the airport. Completely ready to step onto the airplane. But wait, that’s not how it works right? First… security check. Everything in separate trays, remove laptop from bag, take off coat, take off watch, ’beep beep beep’, forgot to remove belt… Pick everything up again, put everything on again. And then there’s the obligatory tax free shop waiting for you. In short, loads of stress and an overdose of triggers. Okay, so you made it through. You are at the gate. Now your vacation is about to start for real. And at Eindhoven Airport it starts at… The Cloud Club.

The Cloud Club is synonymous for joy. Because honestly, how euphoric do you feel right before boarding a plane? Your usual life is put on hold. It’s time to forget it all. These are the vibes we tap into with the interior and brand identity. But this was not just about painting a pretty picture. While developing this concept we were fully focused on the customer journey of a visitor at Eindhoven Airport, both on macro and micro levels.

The Cloud Club is on airside. This means you have to pass security, passport control, luggage check-in, etcetera, before reaching The Cloud Club. In many people’s minds this is very stressful. Only after all of this is behind them, people will feel like they are going on vacation. That’s exactly the feeling we intend to respond to with The Cloud Club. All worries are behind you, this is where the pleasant part of your journey starts.

Lots of research has been done to establish the best possible setup for The Cloud Club. Finally, we managed to position everything in a way that makes it impossible to pass by The Cloud Club without being confronted with all their goodies; hence the diagonal orientation of the layout. Passers-by quite literally hit their heads against The Cloud Club, while visitors naturally move inside and out.Pleasure is in the detail. It’s details that make you smile and it’s details whose memory will linger. We definitely paid a lot of attention to them. A few of the custom made features you’ll find in The Cloud Club:

^01/ Feel like meeting new people instead of tapping away on your smartphone? Turn on the light! The Join My Cloud lamp by the seating corners signals you are open to someone joining your ‘cloud’. Because people who travel always have stories to tell.

^02/ Forget about time. Because we will think about it! Our research showed that travelers have a hard time settling down at the airport because they feel like they have to check the time constantly, in order to avoid missing their flight. Aiming to de-stress travelers that visit The Cloud Club, we equipped the seating zones with a count-down clock that you can personally configure. This way you don’t need to constantly check your watch, allowing you to enjoy all the good stuff on your cloud at The Cloud Club instead. Tick tock, time’s up. Time to head to the gate!

Vermaat, our client, jumped right on our creative wagon, allowing us to go all out. We added lots of little traveling references to the interior, without being too cheesy. The couches look like suitcases with straps around them, trays are presented on custom made trolleys and the signage is secured like luggage as well. And before we forget: The Cloud Club has an actual orange slide!

What’s in a name? Our client gave us carte blanche regarding the branding as well. The name and tone of voice of our club had to convey the right attitude. Positive, slightly euphoric, humorous, tongue-in-cheek and easy-going. The Cloud Club was born!

We’ve all been there, getting to the airport, be it for business or pleasure. Really excited but also a bit nervous because of all the hassle you have to go through before you’ve made it to the clouds. The endless waiting lines at the luggage check in, your luggage being just a bit overweight, the nerves at customs, the bleeping control gate, the unfriendly police officer checking your passport, all things unpleasant about travelling.

Finally, if all goes well, you are free to go. This is where The Cloud Club comes in. On airside in Eindhoven Airport, The Cloud Club is there to fulfil your last food & drink wishes before you go up into the ... clouds. When our client asked us to come up with a name, tone of voice and branding for their airside restaurant this is what we were thinking about; the euphoric feeling when you pass customs and are finally ready to fly. The ‘Club’ in the name points out that you are now part of the happy few going to a better destination.So the Cloud Club is all about celebrating you going up in the air. This idea is expressed within the name, the bold type, the straightforward yet fun tone of voice and the happy color palette. No silver lining needed!