The Ikea Dining Club is the perfect example of how high-street brands are harnessing the power of social media and engaging more intimately with their customers. Styled by Ikea’s own interior designers, the pop-up is divided into four areas: Inspiration shop, Café, Virtual Reality and the Dining Club. A combination of immersive and interactive experiences rather than just one static display, the pop-up places a huge emphasis on the kitchen as the communal area of the home; a gathering point for friends and family to eat together.
Sustainability is heavily highlighted and Ikea brings its most affordable and sustainable products into the spotlight alongside tips on how to save energy and water, create less waste and live more healthily, all on a budget which is extremely poignant given how much we waste as a society is so heavily featured in the media at the moment. What is so clever about the pop-up is that it appeals to several demographics with its four sections.
Virtual Reality ticks the tech box, the dining club appeals for foodies, the café to passers-by and the shop for everyone who loves Ikea but cannot be bothered to trek to one of their stores on the outskirts of London. As the big fashion brands tap into the social media bubble and reach out to their audience, Ikea is one of the first home & lifestyle brands to emulate this and it will be interesting to see whether this will become a commonplace activity for the homes & interiors industry.
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