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?
Jacques Briochin have re-launched their iconic black soap – a product that hasn’t been available on shelf for over 50 years. Three teaspoons of the soap are equal to five litres of traditional cleaning detergent and can be used to clean everything from floors to ceilings. A limited batch of just 10,000 have been produced.
Following the success of The House Cafe, where visitors to the restaurant could entertain and be involved in the cooking process themselves to give a more homely dining experience, the House team are now applying the same approach to the hospitality market. The House Apart are a collection of self-catering appartments that incude kitchen and laundry facilities as standard and where the focus is on cooking and washing yourself.