IKEA is so much more than a retailer of things. It is a business driven by a philosophy of innovation and ideas, and not least, a dry Scandinavian sense of humour.
The brand will magnificently be seen in all of its glory soon, when it opens its London West End flagship store in Oxford Circus, in March. The opening is highly anticipated by everyone, and has been delayed several times as they re-develop the enormous space left by Top Shop.
In it’s prime the Top Shop store was the largest fashion store in Europe and was the most popular tourist attraction in London, with more visitors that the Tower of London or Buckingham Palace.
A tough act to follow. But if anyone can, then IKEA can! And to build the excitement further they have opened a pop-up shop on the site of the new superstore to give customers a flavour of what they can expect.
This pop-up shop is not just a temporary stop-gap of some best seller products, but a celebration of its iconic blue and yellow bag, the Frakta. The theme echoes the huge hoardings on the side of the development – “There’s a new bag in town!”
The shop as you would expect is blue and yellow. It’s slick and smart and clean. The entrance area features an atelier and display with the opportunity to customise your new Fraktar with your name, or the name of your loved ones.
Considering the pop-up closes when it’s big neighbour opens in a few weeks from now, then who is going to resist investing £3 on what could become a collectors icon?
The customer journey then opens out into a min-shop where collections of popular market products are blocked by colour. Centre stage is the collection of bestsellers all given a new make-over in the blue and yellow of the Frakta. Again who can resist investing a what might become very collectable rarities.
The experience unfolds literally, with a journey through an immersive room of what it might feel like to be inside a giant Fraktat bag. Crowded of course.
Then as a final touch, customers can interact with the ‘press for candy floss’ wall where customers can enjoy a taste of blue candy floss. Sadly this one is not for keeping. Consume it quickly.
Check out all the IKEA images on the RetailMeaning Pinterest site…
This is clever, fun, tongue-in-cheek marketing from IKEA. The idea and the implementation of the pop-up is delightful and engaging, as you might expect.
As one of the world’s most fashionable locations and home to many iconic designer bags, IKEA have stamped their brand on Oxford Circus, by creating an homage to their very own icon, putting Frakta at the heart of London’s fashion district.
As they say, it’s available at a ‘Frakta’ of the price.
Get ready for IKEA to have some serious fun in this location. To make some serious money, and to redefine what world famous city centre locations can look and feel like, breathing some new ‘blue & yellow’ fresh air into what can easily become a stale and familiar experience.