IKEA Copenhagen was facing a challenge: the city-centre store was often seen more as a showroom than a place, where you could actually take large items home the same day. So when customers needed something bigger – a bookcase, a sofa, a wardrobe – they would often go to one of IKEA’s larger out-of-town stores instead.
To change that, IKEA expanded its warehouse, meaning a much bigger part of the range is now available for immediate pick-up right in the city. But rather than launching yet another campaign built around specific products, IKEA took a more literal approach and wrapped Copenhagen in iconic flat-packs, delivering one simple message:
“Now the larger items are also in stock”.
