Ikea builds room in one of its stores to look like a damaged home in Syria

Brilliant fundraising idea with the Red Cross
Ikea created a fantastic use of in-store media to bring the reality of the Syrian crisis home to those enveloped in the comforts of the West—in fact delivered to those right in the middle of shopping for those very comforts.
Everyone is familiar with the showrooms in your typical Ikea. But one room in Ikea Slependen, the retailer’s flagship store in Norway, was quite unexpected. It’s a replica of a real Syrian home—25 square meters of cinder block walls and meager furnishings.
Ikea posters and price tags in the space tell the story of a typical Syrian family’s plight, including the lack of food, medicine and clean water. The price tags also serve as donation slips, as the stunt is a fundraising effort with the Red Cross, created by ad agency POL.
The home is a replica of an actual residence in Damascus, as the video below explains.
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“Having visited Rana and learned how she and her family survive outside Damascus, we wanted to rebuild her home as truthfully as we could,” POL art director Snorre Martinsen tells AdFreak. “It would have been easier to just put up wallpaper, but it wouldn’t have felt the same. People who had fled war themselves have told us, ‘This is how it feels.’ ‘I remember this.’ ”
The installation was live from Oct. 17-31. It was seen by some 40,000 visitors weekly, and the campaign raised some 22 million euros for the Red Cross’ efforts in Syria.
“We already had a lot of footage from within Syria, but no matter how emotional it was, nothing got close to the experience of visiting people in a war zone,” says Martinsen. “We realized we could give Norwegians that experience. Placing a Syrian home next to all the Scandinavian homes was obviously a brave move from the warehouse, but it made it clearer than any TV commercial how crucial it is to donate and help.”
Via: Adfreak
Clients: NRK TV-aksjonen, Ikea Norway and Norwegian Red Cross
Agency: POL –
Copywriter: Maja Folgerö
Art Director: Snorre Martinsen
Designers: Andrea Engum, Christian Lauritzen, Ole Jakob Böe Skattum
Account Manager: Ina Egelandsdal
Account Director: Monika Augustsson

Ikea to Open a DIY Pop-up Restaurant

Swedish retailer Ikea is opening an immersive pop-up dining experience in London, where the diners are also the chefs.
Do-it-Yourself restaurant, The Dining Club, will invite members of the public to take over the space on Shoreditch High Street to host their own dinner parties for up to 20 people and even have the diner named after them.
An expert chef will be on hand to offer guidance and supervision as they prepare their meal in a homely kitchen environment, choosing from a menu including a range of modern sharing dishes as well as some Scandinavian classics.
Ikea is keen to encourage people to spend more time cooking and eating together. The free experience will include food, booze and waiting staff who will also do the cleaning up afterwards so that the hosts can spend quality time with their friends.
The pop-up will incorporate a ‘Food for Thought’ workshop area where interactive masterclasses will be hosted by guests including Instagram star Pixie Turner and Great British Bake Off winner Edd Kimber, an Ikea kitchen shop and a kitchen showroom where visitors can browse kitchens of various sizes and styles.
Brunch, lunch or dinner slots at The Dining Club will be available from 10am to 10pm from 10 – 25 September and will be bookable online via All visitors will leave with an Ikea treat
Via: Event Magazine

IKEA 'The Instead of Cafe'

IKEA stores tend to be located outside of big cities in Russia. For the first time ever the Swedish brand brought its experience straight into city centers. It launched a unique service called ‘Instead of Cafe’ in Moscow and St. Petersburg to challenge the restaurant experience and prove that IKEA kitchens can easily beat it. Anyone could book one of ten thematic kitchens for any occasion and cook together. The project was so successful that it usually took several minutes for the whole week to be fully booked. Over 60K people visited the project and over 9K got to test drive IKEA kitchens.
Video below:
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Via: Guerrilla Blog  

Ikea serves breakfast in bed (in trendy shoreditch)

Swedish retailer IKEA wants to serve Londoners breakfast in its beds.
Starting later this month, IKEA is opening a pop-up cafe in London’s trendy Shoreditch area, serving “traditional Swedish breakfasts and offering siestas in a range of their most comfortable beds,” the company said.
People can book a bed for a 45-minute slot 7 a.m. and noon to “relax in a single or double bed where they will be served by specially trained waiting staff and sleep specialists,” IKEA said. Then, from noon to 3 p.m., the beds will be available for naps.
IKEA said diners can choose pillows from a menu “designed to match the pillow you have in your home and combine the best bits about eating out with those of lazy Sunday lie-ins.”
The cafe will be open to the public from May 18 to 20. Booking a bed is free, but the beds themselves won’t be directly for sale at the cafe.
Inviting customers to eat on its beds may sound like a strange idea, but it’s not too far-fetched for Ikea, which famously allows customers to nap in its stores.
Ikea is running the pop-up shop from May 18 to May 20 in Shoreditch.
Via: The Wall Street Journal

Ikea uses poorly assembled billboards to show its furniture is hard to put together

Everyone else makes fun of how painful it is to assemble Ikea furniture, and so did Ikea.  Ikea used ‘poorly’ assembled billboards to advertise their assembly service.  A simple but effective idea.
The creative agency was Thjnk Germany.
Via Ads of the World.

IKEA Replaces Cinema’s Seats with Cozy Beds to Surprise Moviegoers

As part of its ‘Wake Up Love’ campaign, IKEA Russia refurbished a cinema hall into a huge bedroom, decked out in its furniture.
Movie patrons were pleasantly surprised at the special set-up, which ran until 14 December 2014.
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Via: Design Taxi

IKEA’s ‘Motivational Mirror’ Compliments Shoppers as they Walk by

According to IKEA UK, over two-thirds of Britons are plagued with image insecurity and self-doubt.
To give them a much needed morale boost, the furniture giant installed a ‘Motivational Mirror’ in one of its stores.
As shoppers walked past, the mirror would pay them personalized compliments, which helped brighten their day and lift their spirits.
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Via: Design Taxi

IKEA Creates a Fun Vertical Wall-Apartment that You Can Climb

To promote the opening of the 30th IKEA store in Clermont-Ferrand, France, the Swedish furniture giant teamed up with communications agency ubi bene to install a vertical rock climbing wall covered with IKEA furniture.
The nine-meter-tall wall is decorated just like a showroom, except it is fixed in a vertical position. Hand grips and steps are even installed on the artificial wall for rock climbing purposes.
Members of the public are invited to climb the wall, with a safety harness and guidance from a professional, to try out the furniture in a fun and unique way.
Via: Design Taxi

IKEA’s Optical Illusion Billboards Bring Colour & Spring Cheer to Grey Belgium

IKEA’s latest campaign sees the furniture giant teaming up with DDB Brussels to bring some colour and spring cheer to a grey Belgium with the help of special optical illusion billboards.

From afar, the billboards appear to be solid coloured signs with the IKEA logo and the tagline “Choose colour.” When viewers come nearer, outlines of IKEA products from its spring collection magically appear.
With spring beckoning, the campaign is a great way to get Belgians in the mood for refurbishing their homes.

IKEA Turns Tokyo Monorail into a ‘Party Train’

To celebrate the opening of a new IKEA outlet near Tokyo’s Tachikawa Station, the furniture giant converted the Tama Monorail Line into a “party train”.Lucky customers were selected via a raffle and were welcomed on board by IKEA staff, who played games and quizzes with them. There was even food and drinks, which contributed to the lively atmosphere.