IKEA’s at-home imagination travel kits

UAE – IKEA is encouraging customers to see their home as a form of cultural escape with its Vacation in a Box initiative.

Conceptualised by Memac Ogilvy Dubai, each box is themed around a global destination – Paris, Turkey, the Maldives and Tokyo – and comprises a selection of Ikea products to convey the feeling of travelling there.

At a time when Covid-19 and caution around travel is inspiring many people to staycation locally or invest instead in home improvements, the boxes provide a sense of discovery. Among the items packaged inside are pillows, tableware, candles and artworks inspired by each destination, as well as music and recipe suggestions.

‘IKEA’s vision is to create a better everyday life for people. Right now, many people are unable to enjoy the well-earned holidays they had planned,’ explains Carla Klumpenaar, general manager of marketing, communications and interior design at IKEA UAE. ‘With our Vacations in a Box, it’s easy for people to experience a French-style candlelit dinner or sip green tea while kneeling on cushions inspired by Tokyo.’

As IKEA demonstrates, brands within and outside of the travel sector are creating products and services that spark imagination among grounded tourists.