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 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.
IKEA are the protagonists of a new online kitchen brochure. The new digital catalogue contains videos that show the IKEA kitchens of eight real Spanish families. They are individual kitchens and homes that are each very different. In this way, by entering www.ikea.es, we can place ourselves in Juan and Gloria’s kitchen - a couple who have been married 41 years; in Estibaliz’s kitchen - a young woman who has just become independent; at Maria Jose’s house - Maria Jose has five children, two from her previous marriage and three from her husband’s previous marriage.