Old chairs have been used in the Netherlands for centuries as tools to help people learn how to ice skate. This led to Loods 5 seeing an opportunity to make itself instantly part of Dutch tradition. To introduce its newest collection, the brand brought the chairs to the country's most iconic ice rink — the Schaatsbaan Museumplein in front of the landmark Rijksmueum — and encouraged people to use them as skate aids, turning each glide into a memorable product demo.