New York Icons Made of IKEA Flat Pack Boxes Highlight Advertising for NYC’s 1st IKEA Store, Opening June 18, in Brooklyn

BROOKLYN, N.Y.–(Business Wire)–
IKEA, the world’s leading home furnishings retailer, today
announced it is deploying a specifically-tailored advertising campaign
to promote the June 18 grand opening of IKEA Brooklyn, the Swedish
company’s first store and restaurant destination in New York City.
Beginning June 9 and lasting through June 30, the unique approach
conceived by Deutsch NY will reflect traits common between IKEA and
New York: taste geared toward good design, focus on affordability,
recognition of small-space living and an appreciation of multiple
transit options.

“We wanted to mark our entrance into New York City with IKEA
Brooklyn in a manner appropriate for this dynamic market,” said Mike
Baker, store manager of the future IKEA Brooklyn. “IKEA Brooklyn’s
location, which includes a park-like setting along the waterfront as
well as views of lower Manhattan and the Statue of Liberty, has
inspired us to tap New Yorkers’ love for parks and pride in their
local landmarks for this campaign.”

New York City structures have been built with hundreds of
IKEA-branded flat-pack boxes, while iconic locations will be sites of
pop-up IKEA room settings and strategic communications.

Landmark Sculptures – IKEA creative partner, Deutsch NY, worked
with artist and architect John Hobbs to create gigantic sculptures of
NYC landmarks (some more than 96 feet long and 21 feet tall) out of
more than 1,000 cardboard boxes which were then used in television,
print and out-of-home executions. Many images/references will be
teased prior to launch and “revealed” leading up to the store’s
opening. For example, selected bus shelters will showcase ads
depicting IKEA room settings, covered with a cardboard teaser
featuring these “assembled” landmarks: Brooklyn Bridge, Brooklyn water
towers, Empire State Building with Manhattan skyline, all of which
beginning June 18 will be displayed on-site at IKEA Brooklyn.

Pop-up Room Settings – Deutsch worked with TH Outdoor to create
four 20′ x 20′ pop-up room settings – or living room-sized boxes with
complete interiors furnished with IKEA furniture such as sofas, tables
and chair, and accessories such as lamps, rugs and prints. Inside, the
public can experience IKEA products. Leading up to IKEA Brooklyn’s
June 18 grand opening, these life-sized rooms can be found at Union
Square in Manhattan (June 12) and in Brooklyn at Borough Hall plaza
(June 9), the Brooklyn Public Library (June 13) and Cadman Plaza (June
15).

Additional Branded Elements – The campaign also will include
radio, projection media, transit media (reflecting the many ways
customers can visit IKEA Brooklyn), bus kings, pizza delivery boxes,
phone kiosks, guerilla media, direct mail, and even wrapping IKEA
shuttle buses and the New York Water Taxis transporting visitors to
the IKEA store.

The 346,000-square-foot IKEA Brooklyn will be the fourth IKEA
store in the New York-New Jersey area, 35th in the U.S., and is
located on 22 acres along the Erie Basin waterfront in Red Hook, south
of the BQE/Gowanus Expressway and southeast of the Brooklyn-Battery
Tunnel. The store – with views of lower Manhattan and the Statue of
Liberty – will employ more than 500 coworkers and will feature 10,000
exclusively-designed items, a 450-seat IKEA Restaurant, 6.5 acres of
waterfront esplanade, a supervised children’s play area, and
approximately 1,400 parking spaces. Other IKEA stores in the area are
in: Elizabeth, NJ; Hicksville, NY; and Paramus, NJ.

There currently are more than 275 IKEA stores in 36 countries,
including 34 in the U.S. Other new stores will open in: Charlotte, NC;
Somerville, MA; and Tampa, FL. Since its 1943 founding in Sweden, IKEA
has offered a wide range of home furnishings and accessories of good
design and function, at low prices so the majority of the people can
afford them. IKEA has been ranked in FORTUNE’s annual “100 Best
Companies to Work For” list (three years in a row), Working Mother
magazine’s annual list of “100 Best Companies for Working Mothers”
(four years in a row) and Training magazine’s annual “Top 100″ ranking
of companies that excel at human capital development (five years in a
row). IKEA incorporates environmentally friendly and socially
responsible efforts into day-to-day business, and continually supports
initiatives that benefit causes such as children and the environment.
For more information about IKEA, please go to www.IKEA-USA.com.

IKEA
Joseph Roth, (610) 834-0180, x 6500

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