IKEA Copenhagen recently tackled a long-standing perception issue with a simple but striking idea. The city-centre store was widely seen as a showroom, with customers browsing in-store but travelling elsewhere to purchase larger items. After expanding its warehouse capacity to enable same-day pick-up of bulky products directly from the city location, IKEA needed to change this mindset quickly and clearly.
© The Drum (LinkedIn) | IKEA
Its solution was to quite literally wrap Copenhagen in IKEA's iconic flat-pack visuals. By placing oversized flat-pack imagery across the city, the brand delivered an unmistakable message: large items are now available in-store. The creative was instantly recognisable, unmistakably IKEA, and impossible to ignore.
What makes the campaign particularly effective is how closely it ties communication to operational reality. This wasn't just advertising flair, but a clear signal of improved convenience for urban shoppers. By turning a logistics upgrade into a bold brand moment, IKEA successfully reframed consumer behaviour and reinforced its relevance in dense city environments.
Source: LinkedIn.
