In a rapidly evolving market, Schiphol Real Estate has the desire to strengthen its unique identity and define a new (brand) positioning. As part of their long-term vision, Schiphol Real Estate sought to shift from a building-centric approach to a comprehensive view of area development. All with the goal of redefining Schiphol as an attractive business location for (international) companies.
In an extensive co-creation process, Fronteer worked closely with a multidisciplinary team of Schiphol Real Estate, key stakeholders and Lotte de Jong – Workplace Strategy specialist at Savills. Next to this, a refreshing perspective on the challenge by external experts was also included. The project involved in-depth market exploration, followed by the development and validation of a narrative for Schiphol Real Estate’s new (brand) positioning.
The outcome was a strong, future-proof positioning for Schiphol Real Estate that highlights its distinctive character. Through a comprehensive roadmap, work will be done in the coming period to realize the new (brand) positioning in the area. This new narrative ensures that Schiphol Real Estate stands out as a prime location.