Ikea Offers Dinner-Party Apartment, Warsaw
Swedish furniture retailer Ikea has opened a fully functional, two-storey 'apartment' in the heart of Warsaw, Poland, where fans can host their own home-cooked dinner parties.
Dubbed Kuchnia Spotkan (Kitchen Hangout) – referencing Ikea's award-winning 2010 ad campaign 'You'll Always Find Me in the Kitchen at Parties' – the 1,873 sq ft space has two large kitchens, two dining rooms and a children's area, all equipped with a full complement of Ikea furniture and utensils. They can all be booked free of charge via the brand's microsite.
Recognising the increasingly cramped living conditions of average-sized city apartments, this act of brand generosity allows consumers to host dinner parties for up to 16 people – something most would not have the space to do at home. Prices of the kitchenware and furniture are displayed on the microsite, although they can't be purchased online (Ikea Poland doesn't currently offer e-commerce) or direct from the apartment.
Consumers can either bring their own food for cooking (Ikea provides herbs and spices) or arrange an on-site delivery during a chosen time slot. Recipes (using Ikea food ingredients) and a map of nearby grocery stores are also featured on the microsite. The space will remain open until the end of February 2016.
For more examples of try-before-you-buy retail experiences, see Experimentation & Co-Creation, Rapha Vault: Cycle Before You Buy, and Nike's Try-Before-You-Buy Pop-Up. For more on brand generosity, see Brands Behaving Authentically: Culture & Inclusivity. Also look out for Active Flagships, publishing in March.