The IKEA Pop-up
Experience
Role: Creative Direction
This project was developed while working with SDIMKTG
The Brief.
In order to connect to IKEA’s global food theme, the brand wanted an experience that could encourage consumers to #StartFooding. Fooding is anything and everything related to food: eating, buying, preparing, growing.
The Idea.
At the IKEA Pop-up Experience you could find the inspiration and tools to do just that. Each room challenged consumers to rethink food conventions, break traditions and try new things, while providing innovative ways to interact with the brand.
Visitors were invited to explore, taste, purchase and get inspired to #StartFooding at The IKEA Pop-up Experience in downtown Toronto.
The experience was separated into 6 rooms; each featuring an individual theme of “broken convention” around food. These rooms included various interactive touch points that encouraging visitors to ‘Break The Rules’ of fooding themselves, in a uniquely IKEA fashion. Guests were also able to discover (and of course sample) a variety of unconventional recipes utilising IKEA foods.
Of course, no visit to IKEA would be complete without the opportunity to purchase some of their famously whimsical items. We created a unique take on the IKEA market hall, leveraging RFID technology to enhance the shopping experience.
We created a uniquely IKEA shopping experience with our RFID embedded RÖRT wooden spoons.
Customers were able to get 'tap happy' with a choice of over 50 IKEA items to add to their virtual shopping cart as well as email themselves new recipes, cooking tips and gardening tricks - just by tapping a reader.
Then with one final tap at checkout, you pay for your items and they're promptly brought out to you to take home and enjoy.
To kick off the destination’s 13 day run, an exclusive launch event saw dynamic celebrity chef Roger Mooking from The Food Network entertain guests by creating his own unique dishes from IKEA ingredients.
We also created a series of comms that clearly highlights the “unconventional” approach to food rules, all with that trademark IKEA quirkiness.
Results:
18,660 visitors (194% our target) over the 13 days
7500 items sold - nearly $30k of sales
Best Promotion/Shopper Marketing (Bronze) 2016 Canadian Marketing Awards
Best Use of RFID/NFC/BLE Technology (Silver) 2016 Experience Design & Technology Awards