IKEA salutes New York

The world’s leading home furnishings retailer developes a specifically-tailored advertising campaign to promote the June 18 grand opening of IKEA Brooklyn.

 The
346,000-square-foot IKEA Brooklyn will be the fourth IKEA store in
the New York-New Jersey area, 35th in the U.S..

New York City structures have been
built with hundreds of IKEA-branded flat-pack boxes, while iconic
locations will be sites of pop-up IKEA room settings and strategic
communications.

Landmark
Sculptures – IKEA creative partner, Deutsch NY, worked with artist
and architect John Hobbs to create gigantic sculptures of NYC
landmarks (some more than 96 feet long and 21 feet tall) out of more
than 1,000 cardboard boxes which were then used in television, print
and out-of-home executions.

Additional
Branded Elements – The campaign also will include radio, projection
media, transit media (reflecting the many ways customers can visit
IKEA Brooklyn), bus kings, pizza delivery boxes, phone kiosks,
guerilla media, direct mail, and even wrapping IKEA shuttle buses and
the New York Water Taxis transporting visitors to the IKEA store.