Despite the heatwave we have been feeling all festive here at Hope and Glory as we launched the first IKEA UK Christmas press show.
Creating the event to show off their eye-catching Christmas 2014 collection to the long-lead media while also inspiring the creative types with some DIY ideas, we took over a central London location and turned it into a Swedish winter wonderland.
We ate a traditional Swedish breakfast, we listened to their spokespeople talk about the trends for this winter and how they came to choose the new products and we talked to over 50 journalists who were all excited to see the range. Pretty much everyone was there, from the Beeb to Bella and Best, from Good Housekeeping to Grazia, from Ideal Home to Instyle, Real Homes to Red, Stella and STYLE to the Sunday Times Home and from Woman & Home to Weekend,
We also got to share some information on the rather lovely Soft Toys campaign that the IKEA Foundation, Save the Children and UNICEF are teaming up on again this October with the simple promise to donate £1 to children’s education in developing countries for every soft toy bought.
Christmas stockings at the ready!