IKEA plans to expand its business segment and build a hundred affordable boutique hotels across Europe.
IKEA
IKEA has followed other brand initiatives in airport lounges and unveiled a VIP lounge in the Terminal 3 of de Gaulle. This is similar to what Grey Goose and Virgin Atlantic created in London’s Heathrow T3 last year, but promotes the brand’s products, furniture and textile directly offering visitors to try it out while waiting for an airplane.
When you buy kitchen furniture, you want it be super durable and indestructible, but the cooking and dining section seem to be the most aggressive space in the house. IKEA provides 25-year guarantee to its furniture and shows that it can resist most damages, even those made during parties. On its UK website, the manufacturer created an interactive demonstration of what this furniture can bear.
IKEA has been promoting its affordable furniture with a variety of approaches, from creating a home cozy space with sofas and bookcases in a subway station to initiating a discussion on who is messier, men or women. The brand is determined to help us enjoy every minute spent at home—in the living room or in the kitchen, in the morning or at night. Now IKEA is rolling out a competition dubbed ‘Snap a Napper’ which is revolving around night time and healthy sleep. The retailer is offering its UK consumers, members of IKEA Family, an opportunity to win a packages of sleeping goods including a bed, a mattress, pillows, a quilt and a quilt cover and more, for just snapping people who have fallen asleep in the daytime in public places.
IKEA, which is known for developing ready-to-use home design solutions and functional furniture for urban living space, is now going further and introduces aktiv, the first project in a new line of designed by Oregon-based ideabox, which produce dwellings to maximize people’s lifestyle. The new house model is “designed to live in… with all the fun, function, and practicality found in every ideabox,” writes the website of the agency behind the project. As any other project devised by ideabox, aktiv is created to meet the needs of Pacific-Northwest homeowners and is totally cost-saving, eco-friendly and is packed with IKEA products.