IKEA Reimagines the Housewarming with Citywide Party Series for London Store Launch
Ahead of IKEA opening its new Oxford Street store last Thursday (1st May), the brand executed a series of innovative experiential events to engage with young Londoners, during a time when they are shifting how they socialise due to rising costs and evolving social habits.
For over 80 years, IKEA has been inside people’s homes - studying, learning, and creating solutions to make life better. Life in the UK is changing, with rising costs, shifting social habits and a cultural craving for joy and connection impacting the way young people experience home.
From April 24th – 30th, IKEA flipped the script on the traditional housewarming by taking the celebration out of the home and into the city. Recognising that homes and communities are where life happens, the brand used the events to acknowledge the evolving social landscape of London and the challenges faced by young people in connecting and socialising.
In collaboration with events agency, Lab54, IKEA curated five housewarming parties across various London locations. These invitation-only events – of which over 5000 free tickets were sold, 5 times more than capacity for all events combined - were designed to create a unique and immersive experience, with entertainment at their core. The events featured a dynamic mix of musical genres and cultural influences, showcasing both established "headliner" DJs and a curated selection of up-and-coming London-based and UK-wide talent.
Events included:
- The Orange Room, Stratford: 250 attendees with headline DJs Wilfy D and Changing Currents performing, themed around ‘neighbourhood’
- Loft Studios, NW10: 75 attendees with headline DJs Denham Audio and Annabel Stop It, with the party themed around ‘IKEA Hacks’ and primarily intended for a student audience
- City Best Mangal, Old Street: kebab shop party with 40 attendees, with Shift K3y and TeeDee performing
- Charing Cross Library: over 200 attendees in a truly unique location, with Millie Cotton, Jammer, Arielle Free and Hannah Wants performing
- Corner New Cross Café: LGBTQ+ Sunday brunch event, with performers including Lagoon and Bimini
Nathan Mercer, IKEA creative leader, commented, "IKEA has been a part of people's homes for over 80 years, constantly learning and adapting to create solutions for a better life at home. This campaign was a natural extension of this, and we looked to apply our understanding of how young people live and socialise to help us to create meaningful and engaging experiences that resonate with young Londoners, while also helping to demonstrate our commitment to being a relevant and accessible brand for a whole new generation. Ultimately, we created a lot of fun, didn’t take ourselves too seriously and put the brand in the hands of young people.”
Joe Gordon, founder and CEO of Lab54, commented, "These were some of the best parties we’ve ever thrown. Partnering with IKEA allowed us to continue to support our community by using alternative spaces whilst promoting emerging electronic artists on our platforms in ways that otherwise wouldn’t be possible. It also meant we got to throw an insane night in a public library which for me, was a personal favourite, and something we will continue to push forward."
The housewarming events formed a key part of IKEA's 'takeover' of the city as it marked its arrival in the heart of London with the opening of IKEA City Oxford Street on Thursday 1st May, where it has the ambition of continuing to share and shine a light on the passions and culture of Londoners.
