London – To promote its new seasonal collection, Ikea UK staged an event last Friday showcasing products on barges on the Regent’s Canal in Islington.
Modelled on floating markets in Asia, the Ikea event featured products grouped in boats according to colour. Guests could enjoy scenic views of the canal while hosts explained the collections.
‘The range is all about textiles, with many inspired by vibrant colours and patterns from all over the world,’ says Lorenzo Meazza, creative director and interior design manager at Ikea. ‘We are proud of the hundreds of colourful textiles and products, and felt that the floating night market brings them to life in an unexpected and original way.’
Creative agency Cake produced the event, which gave customers who might otherwise not have ventured into the suburbs an up-close look at new products in a memorable setting – no assembly required.
Check out our Retail Trends 2012 market report for more on creative ways to reach consumers.