Where’s the new Ikea? Ikea and its agency, Mother, want nobody in London to have to say this. Especially not for Ikea’s most sustainable store. That’s a big deal for the brand with its eyes – and its heart – on the future and well-being of the family.
The store includes a range of green features, such as solar panels and rainwater collection systems, and will have a roof garden open for use by the local community. It was built from renewable construction materials and includes a range of sustainable furniture. There is also a range of delivery options available at the store, including 24-hour delivery for those living in Greenwich and a bike courier service. because the brand wants people to get there in the most sustainable way possible, but doesn’t want them to have to haul their Billy Bookcase back home on the Jubilee Line.
Ikea and Mother have also worked with The Royal Borough of Greenwich, to encourage sustainable travel to Ikea Greenwich via public transport, rather than private cars, included charging points for electric vehicles and covered cycle bays on the site.
But really, to optimally reduce Ikea and its customers’ carbon footprints, the brand wants people to travel to its new store in the most sustainable way possible, on foot.
So to promote its sustainable travel initiative, Ikea and Mother have found a media first. The outdoor media campaign across South East London has taken advertising sites across the area, repurposing them as directional signage towards the new Ikea Greenwich.
Each poster site is unique because it matters to Ikea that its philosophy of design function for its products is upheld. The sites offer exact footsteps and direction to the store, measured by walking between each poster site and Ikea Greenwich’s front door. There’s also a handy public transport route provided by TfL, for non-walkers.
There are 80 sites in total and, unusually for an outdoor media campaign, they will be live for the next six months, allowing directions to Ikea to become well-known in the local area.