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?
Ikea Portugal has built a temporary hotel in one of Lisbon’s parks. With 26 rooms exhibiting Ikea’s new textiles, the hotel was open for one night only on August 18th. Members holding the Ikea Family card could try to make a reservation for one of the 26 open sky rooms and win a number of other prizes in the process. Participants were also invited to join various workshops on sewing and textiles.
Ikea has created a pop-up hotel on the French highway’s most crowded rest area. During the month of July (most of the French summer holidays), travellers will be able to stop in the middle of their journey and get 20 minutes of sleep on an IKEA mattress while their kids are watched by coordinators. They can then have a look at a collection of IKEA mattresses on display.