Ikea Sets Up Fake Rooms Throughout NYC
lourdes sanchez bayas — June 14, 2008 — Marketing
References: brainstorm9.br
IKEA is opening its first store in Brooklyn, New York on June the 18th and the home product and furniture giant wants to make as much noise as possible about the event.
With that goal in mind, the company created “pop up†rooms in outdoor public venues in New York City such as Union Square Park in lower Manhattan and various other places in Brooklyn.
The idea behind these 20-foot by 20-foot exhibits which are comprised of living room-sized cardboard boxes that house rooms furnished with IKEA products, is to emphasize that the company has everything a household of any size may need.
Also, as part of this promotional campaign, artist and architect John Hobbs built sculptures of New York City landmarks such as the Brooklyn Bridge, the Brooklyn water towers, and the Empire State Building out of more than 1,000 IKEA flat-pack boxes to promote the opening of the first IKEA store in the city.
The sculptures, some more than 96 feet long and 21 feet tall, were featured in television, print and out-of-home ads and will be on display at the new store in Brooklyn when it opens on June 18.
This campaign was created by the Deutsch agency.
With that goal in mind, the company created “pop up†rooms in outdoor public venues in New York City such as Union Square Park in lower Manhattan and various other places in Brooklyn.
The idea behind these 20-foot by 20-foot exhibits which are comprised of living room-sized cardboard boxes that house rooms furnished with IKEA products, is to emphasize that the company has everything a household of any size may need.
Also, as part of this promotional campaign, artist and architect John Hobbs built sculptures of New York City landmarks such as the Brooklyn Bridge, the Brooklyn water towers, and the Empire State Building out of more than 1,000 IKEA flat-pack boxes to promote the opening of the first IKEA store in the city.
The sculptures, some more than 96 feet long and 21 feet tall, were featured in television, print and out-of-home ads and will be on display at the new store in Brooklyn when it opens on June 18.
This campaign was created by the Deutsch agency.
Trend Themes
1. Pop-up Advertising - Opportunity for companies to create interactive and immersive experiences in public spaces to promote new products or initiatives.
2. Cardboard Box Furniture - Innovative and affordable furniture solutions made from sustainable and recyclable materials, disrupting the traditional furniture industry.
3. Artistic Brand Collaborations - Creating art installations or sculptures to promote brand awareness and engagement with consumers.
Industry Implications
1. Advertising and Marketing - Integrating creative and interactive strategies into marketing campaigns can attract and engage new customers and disrupt traditional advertising methods.
2. Furniture and Home Goods - Innovative and affordable furniture design ideas made from sustainable materials have the potential to disrupt the traditional furniture industry.
3. Art and Design - Collaborations between artists and brands provide opportunities for unique and creative marketing campaigns that engage and inspire consumers.
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