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Blind date... with a book! The Dutch Railways is very fond of reading, because reading is one of the favorite activities in the train. For the National Book Week, with the theme 'First Love', we opened a special pop-up store for NS at the station in 's Hertogenbosch where visitors could go on a Blind Book Date. The books were packaged in recycled kraft paper and labelled with characteristics such as 'adventurous' or 'romantic'. In the Blind Book Date Shop, the public could find a perfect match and go on a date with a free book. In this way, everyone could be surprised and contribute to the sustainable reuse of books. The slogan of the pop-up store was therefore 'Don't judge a book by its cover'. The Groundbreakers took care of the concept development and production of this sustainable brand activation.