IKEA’s garden in the cityDigital Manager
Who wouldn’t like to call a garden in the city his own?
The good people from IKEA think that everyone should!
For three days only this week, the Swedish furniture retailer put up a complete garden in the middle of two of London’s busiest train stations. The temporary pop up shops opened in Waterloo Station and on the lower level of Liverpool Street station. Employees handed out vouchers for £10 off next purchase at your local IKEA store – driving footfall.
Only this time IKEA is not targeting to make your next purchase in their stores to make your living room or bedroom a nicer place. The displayed Skarpös, Springkorns and Arholmas are weather-proof furniture are for …your garden! An entirely different focus.
With this campaign, the furniture giant ultimately wants to encourage consumers to choose Ikea for all of their outdoor home furnishing needs. Expanding their product line and areas of expertise.
Come rain or shine we at Innesco think it is a great campaign for the most important “room” in the house. With the pop-up, potential customers who didn’t think about garden shopping with IKEA can feel and see the product with their own hands. It also makes a huge number of people aware of the wide range of outdoor solutions available in their stores – all in all a win win. All seems rosy in the garden of IKEA!
See how such pop-up stores come to life in this IKEA video.
Eva Pisarek, Research Analyst Intern