Focussed on the soft side of all the parts of an aircraft the interior of the fleet of KLM has changed in an new identity. Jongeriuslab questions whether today’s travellers are really looking for that kind of atmosphere, and whether it still reflects the way they’d like to spend their flight. Air travellers often feel like insignificant cogs, where every seat is identical except for the number. That requires a smart balance between pragmatic engineering and subjective, individual desires. In parallel with her research on traveller experience, Jongerius also investigated KLM’s unique identity, an integral part of Dutch cultural heritage.