Airports are some of the busiest places in the world, crowded with people from different backgrounds. But because of language barriers, passengers tend not to make human connections while waiting for their flights.

We created ‘Connecting Seats’: 2 seats that translate every language in real time, allowing travellers with different languages to talk to each other. With this experience, we set out to bring random travellers together during the Christmas season.

The Seats yielded some warm and emotional chats, in which people exchanged views on the world and holiday greetings. Travellers from over 30 countries put their phones or books aside and opened up to each other. The best moments were turned into a social video.

The seats were designed to rest your head in the centre, with speakers on each side. A directional microphone facilitated the audio connection. The Connecting Seats used Google’s Cloud Speech, Translation and Web Speech APIs to translate every language, including multiple dialects. We started by designing the chairs over a 3-month period. The chairs (fabric, colours, shapes) where inspired by KLM’s World Business Class. The chairs were placed at Amsterdam Schiphol Airport. When a person took a seat, the chair immediately started talking, using sensors in de seating. With the chairs we brought together many travellers from over 30 countries and showed that KLM brings people together.

• 20+ million views.

• Number of shares and comments above benchmark with 110,000+.

• 95% positive response on social media.

• Emotional connection on social video scored well above benchmark.

• Global media coverage by authoritative media such as Trendwatching.com, PSFK, Yahoo! plus shared by Google Europe on its social channels.

• Amongst the 10% best scoring KLM content

KLM Royal Dutch Airlines is in the business of bringing people together: it unites families, friends and other relations all over the world.

KLM wanted to use the days around Christmas to communicate a message of unity, togetherness and sharing. A message that would touch people, create sympathy for the brand and would contribute to KLM’s brand purpose ‘Moving your world by creating memorable experiences’. A message that had to reach as many people around the globe as possible through ‘earned media’, since KLM’s media budget was limited.