Ikea pops up in New York

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When Ikea arrived in New York it wanted to make a big noise in the city that never sleeps. For the opening of its first store in the city, it tapped into New Yorkers’ pride in their local landmarks, combined with its traditional focus on affordability and recognition of small space living.
Four 20’x20’ pop-up room settings were fitted and furnished with Ikea products, giving the public a taste of what they could experience in-store. These living room-sized boxes were erected in busy outside spaces: Union Square, Borough Hall Plaza, Brooklyn Public Library and Cadman Plaza.
Television, print and out of home executions featured gigantic NYC landmark sculptures created out of more than 1,000 Ikea-branded flat-pack boxes, including the Brooklyn Bridge, the Empire State Building and the Manhattan Skyline. Outdoor executions teased using the flat-pack images, later “revealing” ads of priced-up Ikea room settings.
Frequency and an element of surprise was added through elements such as radio, projections and transit media. Other media used included bus kings, pizza delivery boxes, phone kiosks, guerrilla media, direct mail and even wrapping the buses and water taxis that transport visitors to the Ikea store.

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