For many Dutch families, learning to ice-skate meant gripping a chair and shuffling across slippery natural ice — a winter rite of passage steeped in nostalgia and shared memories. But this winter, a clever twist on that tradition transformed an old custom into a cutting-edge retail experience that has marketers and design lovers alike buzzing.
At the heart of the story is the creative team at Ogilvy Amsterdam partnering with iconic Dutch home retailer Loods 5 to reimagine this ice-skating ritual. What could’ve been a simple display became Showroom on Ice — a fully interactive design showcase set straight on the buzzing Museumplein rink.
Rather than lugging old chairs onto the ice, skaters glided up to beautifully styled pieces from Loods 5’s latest collection, trying them out in a truly unexpected context — all while soaking up winter atmosphere. Armed with inspiration and QR codes, visitors could instantly explore and purchase chairs right from the rink. The result? A 30% jump in chair sales compared with the same period last year and social buzz that far exceeded expectations.
But this campaign wasn’t just about boosting sales. With press coverage reaching millions, influencer participation and DOOH activations skirting the square, Showroom on Ice exemplifies how blending heritage and innovation can create emotionally resonant brand experiences in today’s competitive attention economy. For brands looking to connect with culture — not just consumers — this campaign turns viral design thinking into measurable retail results.
In a world where digital campaigns often dominate headlines, this project reminds us that real-world experiences still have unmatched power. By tapping into a tradition deeply woven into Dutch identity and giving it fresh life, this ice-skating showpiece turned everyday furniture into a must-see attraction — and a smart example of creative marketing in motion.
