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IKEA Turned the Metro Station into a Showroom



IKEA launched an unusual advertising activity to support the opening of the first Parisian store in the center of the city.
Ikea Paris Metro

Swedish retailer designed La Madeleine metro station closest to the new retail space in the showroom. On the walls of the Paris metro station, about 1,500 colorful items were available, available in IKEA stores, ranging from chairs and armchairs that you can use while waiting for the train to soft toys and decor items. Thus, IKEA designers managed to transform a dull subway into a real bazaar, where bright things coexist with unpronounceable names of goods in Scandinavian languages.

In early May, the first IKEA concept store opened in Paris, specially adapted for work in the city center. The area of ​the two-story store in the La Madeleine quarter is about 5,000 square meters, which is four times smaller than the standard IKEA store opens outside the city.

Ikea metro

As part of the new strategy, to get closer to customers, the Swedish retailer plans to open similar retail spaces, more like showrooms, around the world. These stores represent a limited range and are guided by the fact that buyers will get acquainted with the products and make orders with home delivery. According to the company's estimates, about $ 400 million will be invested in the launch of stores in the city center. In New York, in Manhattan, the opening of the IKEA store of urban format was also held earlier this month.​

Unusual advertising of a new store in the metro is not the first such practice of IKEA. In 2012, the company presented to visitors of the Paris station a whole apartment of 54 square meters, fully furnished with its furniture and accessories. As part of an advertising campaign, five volunteers lived in an improvised IKEA apartment for five days.

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Jun 1, 2022, United Kingdom:
The concept store is part of the Livat Hammersmith shopping and entertainment center in London.
May 19, 2022, South Korea:
Hyundai Seoul got a central atrium with a 12-meter waterfall and natural lighting.
May 12, 2022, Malaysia:
The complex is home to more than 200 tenants selling authentic local goods.
Apr 29, 2022, Europe, Europe:
The store sells streetwear created in collaboration with designers such as Soho Grit, Alma de Ace, BAPE, Herschel, and Staple.
Apr 28, 2022, USA:
Nike and RTFKT have announced a new collection of Nike Dunk Genesis Cryptokicks sneakers.
Apr 27, 2022, USA:
Meta Store has the intention of demonstrating the possibilities of virtual reality devices, as well as dispelling the mystery around the concept of the math universe.
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