House & Home (128)
IKEA goes (way) larger than life
IKEA is extending its affordable-chic furniture empire by building a privately-owned neighbourhood of affordable home rentals, condos, town homes, office spaces, and a hotel - all built and furnished entirely in the IKEA brand. People in the London area can then rent the units from IKEA, who will continue to own the 27-acre space and maintain the buildings, parks, and public areas.
Why it matters
Megabrands are stepping out of their boundaries - in this case, a retail store - by fully integrating the brand into daily life without slapping a logo over it. By breaking into new categories (like development), IKEA is bringing the brand ethos of affordable chic furnishing to life in a way that is permanent, practical, and very bold. How might other large master brands begin to reinforce themselves in consumer lifestyles by sponsoring innovative projects outside of their territory? Where are there opportunities for smaller brands to create and sponsor branded ‘lifestyle experiences’ that allow consumers co-ownership?
A new breed of survivalists are growing their ranks in the U.S. They’re not the camouflage-wearing conspiracy theorists that might come to mind. Instead they’re piling up on things like non-perishable food, first aid, and batteries. These American families are responding to a collapsed economy by stocking up on necessities and making sure they have a plan in case of a natural disaster or pandemic. Some so called “preppers” say they’ve seen their friends and relatives lose their jobs and retirement savings, and they don’t trust that safety net if worse comes to worse.
Decoclico is an online shopping site which proposes personalised decoration of objects. It has created an innovative service call "Fées Pour Vous" (Fairies for you). The concept? It’s a community of 100 French designers in charge of creating tailor-made objects . The "fairies" work across every material. They embroider, paint, and propose ideas with plenty of imagination in order to deliver unique products to consumers.