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?
After years of white, minimalist cabinetry, the kitchen is becoming more colourful as leading manufacturers tempt consumers’ palates with brighter colours and wider pattern choices.
American homeowners are increasingly sectioning off parts of their larger garages to use as a mudroom (utility room ). In fact, The American Institute of Architects found that adding mudrooms is ranked third (following home offices and games rooms) on the list of what’s important in newly constructed homes. They’re even more desirable than a media room or home theatre. Mudroom designs now feature things like built-in shoe cubbies and hooks for backpacks - aimed at helping kids get out the door faster. Features like a bar-height table for sorting mail help parents get organised before they get in the door, and power strips give phones a place to charge that you can grab on your way out of the door.