IKEA is exploring the theme of smart interiors for tiny homes in its latest campaign, “Make Small Spaces Big,” in the UK and Ireland. The new effort by Mother is revolving around the idea that any small apartment can be turned into a comfortable and functional space with the help of bright furnishing solutions and wisely designed products from the Swedish retailer.
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IKEA UK is unveiling a new phase of the last year’s campaign focused on outdoor living solutions. The new chapter of the promotion, “Make more of your garden,” is inspiring consumers to treat and furnish their garden spaces just like any room inside the house. The major element of the latest installment is a surrealistic “thriller” music film that narrates a story of a battle between a typical English family and mischievous garden gnomes.
IKEA’s real estate branch Inter Hospitality and Marriott International Inc. have partnered to provide European tourists with more affordable accommodations. The hotel chain is launching a new economy-class hotel brand, MOXY, which will be developed in collaboration with Inter IKEA Group, the parent company of the furniture and home goods manufacturer. Surprisingly enough, the hotels of 150 to 300 rooms each won’t be equipped with the IKEA furniture, still the company has provided “novel construction techniques to keep construction costs down,” according to The Wall Street Journal.
IKEA Australia builds its new campaign on the “always say yes” philosophy. The retailer is encouraging Aussies to adopt a positive attitude for the year of 2013 (at least) and just let good things enter their lives. The new campaign, developed by The Monkeys, Sydney (the agency behind the hilarious “Have a Gö” promotion), is already launching on TV and in digital (including the heavy presence on the brand’s official Facebook page throughout the year).
IKEA launches an ambitious effort dubbed People & Planet Positive aimed at making the world’s energy consumption as sustainable as possible by 2020. The new strategy outlined by the brand in the recently released People&Planet Positive plan. The goal of the new effort is to make the company energy independent and help people across the globe to live affordable and sustainable life thanks to IKEA’s products. The company has also released an inspiring 3-minute video called “Your home + our planet = our home” to tell about its commitment in a more visual way.
IKEA makes textiles one of the core components of its collections and focuses on fabrics in its campaigns. Recently, the furniture retailer launched two promotions at a time—in Australia and Hong Kong—dedicated to the creative use of textiles, DIY and home comfort revolving around applying different prints and colours. Both campaigns include an interactive component, encouraging consumers to experiment with textile and find new affordable ways to express their personalities through vibrant patterned fabrics and bring new life to their homes.