100 Year Anniversary


Conceptualise, create and execute the story of 100 years of KLM, to be performed multiple times per day, for a full week of celebrations. As an addition to this, we created the shows during the two staff celebrations.


  • Concept & Story
  • Music Composition
  • Performing Arts
  • Choreography
  • Costume Design & Make-up

Commissioned by



  • Schiphol, The Netherlands

Behind border control in Hangar 10, the 100th birth year of KLM was celebrated for over a week. Commissioned by Xsaga, we conceptualized the story of 100 years of history, KLM as it is today, and KLM of tomorrow.

Our creative studio deep dived into the long and inspiring history of this national treasure, to find the absolute highlights amongst many that we would use to bring across the entrepreneurial spirit of KLM in an array of multimedia.

Based on this research and in co-creation with Xsaga, we developed the storyboard for an elaborate pixel map designed and built by partners Unlimited Productions and Live Legends. This resulted in a choreography of moving screens via rails and hoists, what would end in an apotheosis of the story, and the revelation of the future. This performance, which was executed every hour for over a week, was opened by then CEO Pieter Elbers.

Storytelling through dance and music

Celebrating the history of a national treasure via storytelling and theatre.

How do you bring across a century of stories? Of moments that defined even the history of a country? How does one handle the tragic moments when speaking about the time that unfolded?

We decided to take a cinematic approach, yet one that would redefine the borders of a static cinema. A live experience that not only communicates, but takes you on a journey, as KLM does.

When concepting Armin's openingsshow, the pricewinning '90's KLM commercial came to mind.
Art Director

Touch of adrenaline

An opening show based on KLM’s winning video for ‘Best TV Commercial Award’

In 1995, KLM won the first ‘Gouden Loeki’, or the ‘Best TV Commercial award’ for their video of Swan heading for the skies.

This was our inspiration for the opening show of no one less then Armin van Buuren, with whom we created a choreographed and recomposed mix of Tchaikovsky’s Swan Lake. A performance that surely made the full crew present depart for the skies!

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