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?
Leroy Merlin, the home improvement and garden centre chain, has created an online platform to educate its customers about environmentally sustainable improvements they can make to their homes. This "green library" has 2500 suggestions, organised into five different categories: water saving, electricity saving, renewable energies, healthy spaces and sustainable forests. This online resource supports Leroy Merlin's "eco.options” range of products.
Swedish TV Chef Leila Lindholm has launched a lifestyle magazine, Leila’s Country Living, with a focus on cooking, interiors, gardening and vintage styling. The magazine is aimed primarily at women 25-39 years old who have claimed the title makes them feel “warm inside”.