It’s time for a new icon to grace that legendary Oxford Circus corner, as IKEA has officially opened its doors at one of the world’s most recognisable shopping destinations, becoming the latest go-to hotspot on the high street in the capital.
And the crowds were jubilant and aplenty.
First up on proceedings came the very exclusive store tour of IKEA Oxford Street for the most influential interiors and consumer editors in the game, before a lavish and luxurious three-course dinner. This took place in the heart of the store so media could really immerse themselves in what customers would come to expect from the eagerly awaited new opening. With a thorough store walk or two, we sent our over 20 senior editors home knowing all the ins and outs of the new location, helping us to land that mix of in-depth editorial coverage for IKEA Oxford Street.
For the grand opening preview launch (yes there was plenty more), we hosted over 75 media and influencers at an exclusive preview event. We had welcome drinks, some cocktails and a DJ to really see in the housewarming atmos, driving 80 pieces of organic social content.
That was all before the store opening itself. It’s been a brilliant and busy week. Well for that, we bagged over 350 pieces of editorial coverage, with some standout highlights being none other than Metro, Daily Mirror, Time Out, London Standard Wallpaper* and House Beautiful. Fantastic job all round.
