Developing and implementing high-impact brand experiences that build an emotional connection


IKEA’s mission is simple – to help the many people to live a better life at home. BWP Group’s role is to translate this mission into something tangible. We do this by developing and implementing high-impact brand experiences that build an emotional connection, both in and outside of the store environment. Our experiential programme is designed to educate, inspire and excite visitors and, ultimately, to drive footfall and sales.

An experience to remember

Despite its position as the leading home-furnishing retailer, IKEA is keen to continue growing and reaching new audiences. Just one of the ways that BWP Group helps the retailer to achieve this is by developing high-impact experiences that help lapsed or new consumers to reconnect with the brand.

Whether it’s challenging the UK to think differently about their homes as a whole or bringing the brand’s point of view to life when it comes to a certain area of the home, BWP Group has helped IKEA to start conversations with the many people.

We’ve done a lot over the years, from a touring IKEA showroom, which travelled the country to celebrate IKEA UK’s 25th anniversary, to pop up garden installations in some of London’s busiest commuter stations to help people literally feel the benefits of a beautiful outdoor space. A giant HEMNES bed trampoline, a fleet of IKEA ice cream vans, pop up IKEA crazy golf, family fun zones in some of UK’s leading shopping centres – these are just some of the experiential executions that BWP Group has delivered.

25th anniversary campaign

  • 25 consecutive days of activity, in and outside of the store environment
  • Touring showroom seen by 1.5 million people
  • 4,700 interactions
  • 3.1% increase in total IKEA sales

So much more than a store

Since the first store opened nearly 60 years ago, IKEA has been a trail-blazer when it comes to in store experience. By introducing a café and crèche, it became a day-out destination as opposed to a quick shop. Today it considers its stores to be about so much more than just retail. Instead, it is a space where visitors (not customers) and IKEA home furnishing experts come together to collaborate and co-create.

To bring this ethos to life, BWP Group supports stores with the development and delivery of an array of inspirational and exciting in store events, which help customers to think differently about their homes. The agency is responsible for the national delivery of the Home Furnishing Festival, a seasonally relevant weekend-long event run three times a year and packed with hands-on workshops, expert talks and practical demonstrations, as well as family fun and games.

Bedroom-themed Home Furnishing Festival drove 17% increase in total spend and 38% increase in IKEA FAMILY spend YOY.


Open sesame

A strong expansion plan has seen IKEA call on BWP Group for support as it continues to open new stores. When the brand opened its first full store format in seven years, the agency was challenged to develop an execution that challenged preconceptions and brought the brand to life in an exciting way. In response, the agency devised an experiential activation that made a huge splash.

The agency transformed a three-deck pleasure boat into a floating showroom. Complete with a rooftop garden, interactive exhibition space and secret cinema snug, visitors could get a sneak peek at what they would discover at the new store as well as enjoying a slice of Swedish culture – life by the river.

Throughout June, the boat travelled up and down the River Thames offering people living within the new store’s catchment area a chance to reconnect with the brand.

BWP Group has also been instrumental in the launch of a new store format for IKEA – the smaller format Order & Collection Points. Here customers can get access to home furnishing inspiration and expertise without having to travel to a full store.

BWP Group was charged with creating the framework for the opening activity including awareness-driving activity in the local area, preview events for IKEA FAMILY members and opening day entertainment and activity.

  • 7,500 people visited the boat

  • 28,000 leaflets distributed

  • 30,000 people reached through school outreach programme

  • 350 new sign ups to IKEA FAMILY

Awards & testimonials

Field Marketing & Brand Experience Bronze award for Most effective in store marketing 2016

The Drum Marketing Awards Retail Campaign/Strategy of the Year Finalist 2016

The Drum Marketing Awards Experiential Campaign of the Year 2015


“IKEA has worked with BWP Group for more than 6 years across a number of campaigns at a national brand level and event based store marketing. The BWP team approaches any challenge with a professional attitude and has grown to feel like an extension of our own marketing team. We know we can depend on them to deliver effective, creative campaigns that consistently deliver against KPIs. We look forward to many more successful campaigns...”
Marie Renwick – Country IKEA FAMILY Leader – Store Marketing & Communication

“As an agency, the team is never afraid to challenge a brief and always strives to improve on initial ideas. BWP Group has always delivered on all aspects of any brief given and continues to go above and beyond.”
Shirley Jones, IKEA Local Marketing Manager