The Rise of the Miniature House as Aviation's Most Desirable Keepsake

Nestled in a quaint pocket of Amsterdam's city center, the historic structure at Oudezijds Voorburgwal 249 is a beloved spot for tourists and photographers alike. This architectural gem features stunning step-gabled facades and sits at the confluence of three canals, where the original defenses of Amsterdam once stood centuries ago.

As of October 7, this building has gained a new title that promises to enhance its fame, particularly among aviation enthusiasts like myself: KLM Huisje 105 (House 105). This is the latest in a cherished series of hand-painted Delftware miniatures, inspired by actual Dutch landmarks and filled with a traditional Dutch spirit known as jenever. These treasured items are given to passengers in KLM Royal Dutch Airlines' intercontinental business class, making them some of the most coveted mementos in commercial aviation.

Every year, KLM unveils the latest replica during its October 7 birthday celebration, an exclusive event packed with VIPs, including executives, corporate partners, and aviation journalists (that’s how I managed to attend). Much like devoted Apple fans eager for the newest iPhone, this aviation community takes pride in being among the first to collect the latest house, with KLM noting an uptick in business class reservations following the reveal.

The excitement surrounding this event is amplified by KLM's tradition of keeping the new house's identity a closely guarded secret until the big reveal. This year, amid cheers from the crowd, airline president and CEO Marjan Rintel presented the inaugural Huisje 105 to Arthur van Dijk, the King's Commissioner for the North Holland province.

Following the event, a vibrant afterparty emerged just a few blocks away at House 105, glowing in KLM blue. It created an ideal setting for KLM flight attendants and Rintel to snap photos as Dutch music resonated from a nearby cargo bike.

Compact homes rich in history

These miniature houses made their debut on KLM flights in 1952, stemming from a creative solution to commercial aviation regulations that barred airlines from gifting passengers. However, serving drinks was permitted, leading to the innovative idea of using small replica Dutch houses as unique cocktail vessels. This concept was embraced, sparking a craze for these miniatures. Notable collectors include Dutch celebrities and royalty, such as King Willem-Alexander, who sometimes takes to the skies as a KLM pilot.

"The houses are the tiniest symbols of status in the Netherlands," remarks Mark Zegeling, author of the self-published book Little Kingdom by the Sea: A Celebration of Dutch Cultural Heritage, which chronicles the history of the actual buildings represented by each KLM house. "Their appeal spans beyond the Netherlands, serving as excellent ambassadors for the rich heritage and beauty of my country."

Zegeling has emerged as a leading global expert on KLM miniatures, maintaining an index of their estimated values influenced by insights from collectors, traders, and various other factors (he plans to release an updated index soon). “The emotional aspect plays a significant role in collectors’ valuations,” Zegeling shared with me just days before this year’s reveal. “Collectors often obtain a house or special edition tied to memorable flights or occasions.”

Prices for these miniatures can range from approximately $30 to over ten thousand dollars for certain limited or special editions. However, if you travel KLM business class on an intercontinental flight, you receive a house at no extra cost. (As a freelance journalist, I can’t afford those tickets, so my collection of three houses—gifts from KLM events—pales in comparison to the extensive collections of devoted fans.) KLM has even launched its own app to facilitate collecting.

For many fans, the true allure of these miniatures lies in the stories behind the buildings they represent. During a pre-event canal boat tour through Amsterdam with media and KLM executives, Zegeling highlighted various KLM houses and intriguing details that deepened my appreciation for my current city. For instance, on House #83, the Museum Van Loon, built in 1672, four statues of Roman gods illustrate the country's involvement in four distinct wars at that time. Meanwhile, House #68 at Prinsengracht 969 is now a charming B&B, but centuries ago, the poor sewage system led to such a foul odor that a German tourist in 1838 described Amsterdam as “a beautiful maiden with foul breath.” After reading Zegeling’s book, I also discovered that one of my favorite bars, De Drie Fleschjes, the oldest tasting room in Amsterdam dating back to 1619, is also KLM house #80, and it’s one I aspire to add to my collection.

The story behind KLM’s latest miniature house

Similar to its predecessors, the House on the Three Canals presents a (mini) masterclass in Dutch history and architecture. According to Zegeling’s research, its original form was a wooden house given to a convent by a soapmaker in 1407. After it was destroyed by fire in 1425, the nuns rebuilt it; the structure was eventually demolished and reconstructed in 1610 in stone as two houses, showcasing the prominent Dutch Renaissance style of the era.

Since then, House 105 has served various purposes, including a publishing business, a bookstore, and even a hiding spot during World War II. Recently, a hatch leading to a secret room was uncovered within the property, further enhancing its allure.

The selection process for KLM Delft houses

House 105 is among approximately 50 miniatures inspired by buildings in Amsterdam, which will commemorate its 750th anniversary in 2025 (a year-long series of celebratory events will commence on October 27, 2024). These miniatures include some of the city’s cherished cultural landmarks: the Anne Frank House (#76), the Rembrandt House (#48), and the Heineken Brewery (#95). Additionally, there are walking tours throughout the city that draw inspiration from these houses.

Outside of Amsterdam, numerous Dutch towns and provinces actively advocate for KLM to include their own landmarks as miniatures, as this selection greatly boosts tourism. However, specific criteria must be met for a building to be eligible. For instance, the structure must feature an architectural element known as a gable, according to Frank Houben, a KLM board delegate involved in the selection process. Additionally, Houben states, “it must be a Dutch house, and there must be a unique historical story linked to it.”

A shortlist of around three properties is eventually compiled, with the CEO making the final decision. The production phase begins in the spring, resulting in nearly one million houses produced in a factory in China before being sent back to the Netherlands to be filled with Bols Genever (some remain empty for KLM routes in countries that prohibit alcohol).

Maintaining the element of surprise is "quite challenging," Houben admits, particularly given the number of individuals involved. "It’s always a significant event because people are eager to find out, leading to all sorts of speculation online," he notes. "While it's enjoyable to see the excitement, it remains a secret, and each year we strive to keep it a little mysterious."