IKEA at Youngstorget
Let your life furnish your living room (Part two)

The background

IKEA is a positive change maker in people’s lives and in the society. They enable Norwegians to create homes that truly reflect who they are and how they want to live.

We started to work on this topic last year, where we also had a event at SALT «Let your life furnishing your living room (Part one)». This is where the journey to enable Norwegians to rethink their livingroom began. IKEA wants people to «furnish according to their needs», «Make life easier – a room that just works», and a «Livingroom that reflects who we are». 

Our task was to help IKEA reclaim the position as the leading retailer within livingroom. IKEA makes this happen by constantly learning about people, inspire and surprising them and collaborating with them. 

This year we created an IKEA event at Youngstorget.

The Execution

  • Get inspired; We build rooms with the purpose to inspire, and make people rethink how they furnish their living room.
  • IKEA launched a new service “Book en Interiørdesigner”. At the event people could come and have a “speed date” with IKEAs interior specialist and book an appointment where they could get help to furnish their homes.
  • IKEA launched their new Veggie hotdog with a press launch at the event. They sold almost 4000 hot dogs during these two days.
  • IKEA showed news from the new IKEA Catalogue at the event. 
  • IKEA hostet a press event, in addition to IKEA and Bo Bedre hostet the annually «Bo Bedre Design Award» where 300 people attended during the day. 
  • IKEA + SNØHETTA = STUA : This year IKEA also did a collaboration with SNØHETTA where they together made STUA. In its physical form, STUA is a room that is “free” from the rest of the house. This is a room you can shape and decorate according to your needs, as well as set up wherever you want; in the garden, in the backyard or at the cabin. STUA will be an source of inspiration that will help people look around the rooms with “new” eyes. 

For this years #WITsthlm2019 event on March 8, 2019, JCPr managed the press and PR work. The work included traditional press work and coordination on site which generated both local media such as Svenska Dagbladet, Dagens Nyheter and Breakit and media world wide such as El Pais, The Jakarta Post, The National and TV Net.

We used four days to build the event at Youngstorget.

There was one day with a closed event and two days where it was open for anyone to visit.

During these two days we had about 12,000 people attending the event. 

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