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IKEA’S LIVING STAGE

So it’s January again and everybody’s writing great posts about new trends (open shelves, fewer upper cabinets, the color orange, horizontal wood grains), and resolutions (already lost 4lbs YAY).  Not moi.  I’m in the mood for scanning the globe for home/kitchen related tidbits and what locale could be better than my new favorite, PARIS!

 

That famous cheap yet hip ready-to-assemble furniture company, yes, IKEA stays edgy and current by coming up with new innovative marketing schemes.  The latest took place in the Paris commuter train station Auber R.E.R.  A 581 square foot apartment was erected,and five young stylish occupants were recruited to live in it for 6 days (January 9-14).  Oh, and commuters could peak in the windows to witness “hip” living in all its glory!

Even some green can be seen through the backsplash

The purpose of the marketing campaign was to demonstrate how IKEA products work for small spaces in real life. Each of the  days is documented via video on the IKEA France Facebook page.  Here are the highlights:

Ok so he made fruit salad

1) Day 2-Take out sushi delivery (FOUL! I wanted them to cook in that kitchen! Okay it sort of looked like they cooked on Day 1.)

2) Day 3– Twister (A good game choice for small spaces.)

3) Day 3-Some guy really into his pink ukulele (This is actually pretty hip as ukueles are making a big comeback. Click here.)

4) Day 1 -Sewing clothes with sewing machine and everything (Really?)

5) Day 4, below, features a bang up birthday bash! (This must be the coolest cake ever.)

 

This was creative, attention grabbing marketing, a statement about the relationship between form and function.  Did they succeed?  Has social media made marketing more important than product?

 

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Gloria Graham-Sollecito

Gloria is a kitchen and bath cabinetry designer with AKBD certification from the National Kitchen & Bath Association. She has also served on the Florida Treasure Coast Chapter's Board of Directors as the VP of Communications. Her work has appeared on This Old House as well as in Florida Design Magazine, K+BB Magazine and the Palm Beach Post. She is co-author of The Complete Idiots Guide to Remodeling Your Kitchen, Illustrated, as well as a freelanced writer contributing occasionally to the Sun Sentinel in the area of kitchen design. She is a proud member of the Blanco Design Council and the illustrious Brizo Blogger 19.

Comments

Pam Graham

How cool is that! Sometimes I think our apartment is an Ikea showroom. (Actually my derriere is sitting in an IKEA barstool as I write this). The best part of going to their stores is that you feel like you are walking through different apartments or living/bedrooms. You can really see how the stuff will look and you can try everything out. They are not just selling us furniture but helping us think about how it all can work. Really great options for those of us who must live really small on small decorating budgets. (my studio was 560 sq ft)

Loved the dance rehearsal and the CAKE. WOW. I’m wondering what the NYC version of this would be . . . . .

Gloria Graham

I am seduced by Ikea’s styling but then again I love contemporary design. However, for the price, the quality is what it is. I cringe when I look a the drawer boxes, for example. For something as long term as a kitchen consumers should take this into account.

Mom/Yvonne

Ikea designs great for kitchens with small floor space.With enough cabinets and shelving, these are just as convenient as those with larger layouts. Many cooks like everything to be within arm’s length!

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