In order to position IKEA Milton Keynes as ‘your store’ we needed to communicate in a way that was personally relevant to local residents throughout the catchment area. Shared common spaces were our medium and over-sized products were our message, making hero products into temporary local monuments and rooting IKEA within the local environment.

Enormous IKEA furniture played with notions of perspective and provided a surreal addition to everyday locations, brightening up mundane communal areas.

Thousands of shoppers interacted with the installations, and 10 local papers covered the activity.

22,500 people visited the store on the opening day, with 1,500 in the first half hour. Over the first week 150,000 people visited and in January, Milton Keynes was the most visited IKEA UK site.