Monday, June 8, 2009

Retail Dramatised

Furniture shopping is usually not a dramatic experience. One usually decides on the budget, shops around until you find the right item and then begrudgingly hand over the cash in exchange for your item - a myth IKEA London aims to dispel with their latest initiative called Flat Pack - The Opera.

The guerrilla campaign features an opera show performed in front of an unsuspecting audience for four nights only. The show takes advantage of ready-made Ikea sets to represent different areas of domestic life, while a guide helps the audience navigate from one scene to another. Customers can also take advantage of a special "opera meal deal" served in-store.

The interesting initiative should give the retailer a lot of worldwide PR which would serve to further highlight the brand's innovative spirit.

Via - Flat Pack