IKEA pop-up hot streak

IKEA has continued its pop-up hot streak with its new House Warming concept in NYC.

Running throughout October, the pop-up focuses on all things food and cooking with visitors able to take part in demos and tastings, shop related products, and even get a new kitchen designed.

Timed to celebrate 40 years of IKEA’s famous meatballs, and the brand’s launch in the US, the IKEA House Warming is a brilliant example of IKEA’s strategy of amplifying the most iconic elements of its brand. In New York, it’s IKEA’s meatballs. In London, it was the FRAKTA blue bag.

These are the things that are most strongly associated with IKEA, things that have become part of popular culture. By making them a focal point, the brand is able to remind consumers of all the things they already love about IKEA.

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By Kirsty Birkett-Stubbs, Head Trends Writer & Researcher, INSIDER TRENDS, London

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