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?
The bedding brand Dunlopillo reinvents the product demo in a recreational way. During five weekends, customers of the Parisian department store BHV can have their photograph taken in a special dark cabin. While they lay on a mattress from the brand new collection, a light painter draws luminous lines around them. The result : a unique picture and a positive contact with the brand.
To promote its mattress range Sultan, IKEA has launched a lottery called “In bed with IKEA”. The 40 winners were invited to a special night at a Parisian music hall. Installed on king size beds, they were offered a 100% Swedish experience: a symphonic concert of Abba songs and an exclusive screening of the last two parts of the Millennium movie trilogy.