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?
Startup Sayduck has launched an augmented reality app that allows users to visualise how furniture and home accessories would look in their homes. This idea solves the inherent problem of picturing how a piece of furniture, for instance, would look or fit in its intended environment – next to your existing home decor.
MijnStudent (my student) is a Dutch company started by former students, which delivers student helpers to do small house jobs (garden, assemble IKEA furniture or cleaning). They fill the gap between DIY and a professional service. And because it’s cheap, it’s a good and legal alternative to moonlighters.