DraftFcb

House & Home (128)

IKEA goes (way) larger than life

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?

Experience
House & Home
United States
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed

Related articles

A cold sn-app

Messages on Post-its, scribbled recipes and magnetic photo frames on your refrigerator are clearly obsolete. As the connected home becomes a reality, the Wi-Fi enabled Samsung refrigerator allows you to browse the web for recipes with apps like Epicurious, leave virtual notes and stream photos from the net or your phone thanks to an 8 inch LCD screen.
 

Connectivity
Enhancement
Instant Gratification
House & Home
India
 
Digital thermostat

The energy company Essent offers customers a free E-thermostat when they subscribe to a 3-year contract for green energy. This allows them to remotely set the house’s temperature via their smartphone or tablet devices. Also, thanks to a built-in motion sensor, the heating is automatically turned off when you leave a room allowing consumers to save energy and money.

Connectivity
Conscious
Netherlands
House & Home