The Schiphol Group manages Schiphol airport, airlines and is home to a major international hub, also the business around the airport. The area is characterized by strong economic activity, especially with various luminaries in the logistics sector. This so-called Airport City concept was an example for many other airport areas, and has been more or less a permanent factor in the airline industry.

The competition is increasing and Schiphol will eventually no longer the leader of quantitative European main port. We'll try to be a qualitative answer, to maintain a distinctive and leading role in the international arena. This answer has been found Schiphol, on sustainable innovation, not only as a virtual or as a knowledge platform but also in physical appearance, with concrete solutions in and around the airport. This platform is called theGROUNDS.

Strategy
theGROUNDS is an innovation platform and integrates the innovative power of education, government and business. Various parties will jointly engage in innovation in sustainability, focusing for example on the climate issue. Themes such as air, water, energy and sustainable mobility determine a healthy growth and future of an airport. The ambition is to top a strong position in the international market sustainability innovations in airport business to obtain.

To the joint character and binding ability of different parties and partners to emphasize, ia separate identity was created. For a successful branding and activation are four conditions drawn up. First, the mark must be made relevant, meaning regardless of physical location will theGROUNDS are bound to interfere in the larger climate discussions, which stakeholders can identify. Second, the location, the cluster of innovators and the founding fathers must be considered together as a brand. Third, the brand should be seen as a mental leader. Fourth and finally, the brand's marketing support and strengthen.

Concept
The developed name for the location, theGROUNDS must be understood as an innovation platform where market participants and international scientific institutions cluster around the theme of sustainable airport of the future. It's a smart environment where knowledge is translated into effective new products and concepts. The core objectives are the realization of interaction, encounter and transitions, which is summarized in the descriptor 'Connect to transition'. This challenge to an active approach to structural change to go. The name, theGROUNDS reinforce that identity through the three dimensions of the word: the mental dimension (the combination of forces), physical dimension (the land, location, real estate) and conceptual dimension (principle of change).

Connectivity is still the central recurring theme. On this basis, developing the identity of the site is obvious and has a strong association with Schiphol Airport.

Implementation
Meanwhile, the project is in the implementation phase, which in addition to a corporate story is also a film is developed with various figureheads of Dutch industry and government. The activation will primarily be a co creation platform, with a website, magazine, student programs and thematic meetings. Together with TNO, Delft, Imtech and other partners is now effective cooperation in the field of aviation and sustainable mobility in the soil.

If you would like to have more information, please contact Bob van der Lee: bvdlee@totalidentity.nl