Assembling the Oxford Street IKEA launch

Who said you need an allen key to build something unforgettable? From DJs to mocktails, we turned the much anticipated Oxford Street IKEA launch into an immersive experience worth queueing for!

The much-anticipated Oxford Street IKEA launch, in the former home of the legendary Topshop – one of the the streets most iconic spaces, was always going to turn heads.
With Mayor Sadiq Khan on ribbon-cutting duty, this launch came came with clout – shoppers needed an experience so good, people WANTED to get in the queue!
We needed to spark joy, turn heads and drive footfall — all wrapped up in Swedish flair.

Oxford Street just
had a glow-up!

IKEA was the
main character!

From the moment guests arrived, we had them entertained with street performers. A live DJ welcomed customers at the entrance. Inside, meatball sampling and a mocktail bar added that unique taste of IKEA. The children’s department turned into a zone of kids activities, an AI meatball photo opp gave shoppers a Insta-worthy photo to take away and elsewhere, one puff through a straw and boom — cinnamon bun? Lingonberry? Shoppers had to guess the IKEA flavour in a cloud of tasty vapour.

Some might say this was a multi-sensory smörgåsbord and we’re here for that!

Flat-pack? Maybe. Flat? Definitely not.

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