Ikea puts pop-up shops in London train stations

Ikea has opened pop-up shops in London train stations Liverpool Street and Waterloo as part of its ‘make more of your garden’ campaign.

The furniture giant, which usually operates huge stores on retail parks, opened the pop-up shops in Liverpool Street and Waterloo as a “fun and surprising way to show the different functions of one the most important ‘rooms’ of the house”.

Vouchers were being handed out to commuters passing by the shops.

Ikea said it would benefit from more than 800,000 commuters each day, who will “have the opportunity to touch and feel the quality and design of our outdoor products and get inspired with ideas on how to transform their outdoor spaces”.

Ikea UK and Ireland marketing manager Peter Wright said: “Our goal for the ‘make more of your garden’ campaign is to raise awareness of the wide range of outdoor solutions available in the Ikea store that can help people transform their outdoor space with a small budget.

“The campaign activities demonstrate how easy and affordable it is to treat your outdoor spaces just like any other room in the home, ultimately encouraging consumers to choose Ikea for all of their outdoor home furnishing needs.”

Visit our Video pages to view footage of the construction of the Waterloo pop-up shop: http://www.insightdiy.co.uk/video-item.asp?id=126

Source : Nicola Harrison – Retail Week
www.retail-week.com