Confidential Information

First "IKEA Instead of Cafe" has been opened in September 2015 in Moscow (and in a month later in St. Petersburg).

"IKEA Instead of Cafe" venue had six different IKEA kitchens that were completely equipped with IKEA household appliances, ware and kitchen accessories. Visitors could prepare any dishes with a help of professional chefs and then eat it together with friends at the convenient tables in the kitchens. Anyone could reserve kitchen on the project website IKEA.ru/newideas for free.

The main communication channels of a new service were: IKEA.ru website, PR and support in communities of IKEA in social networks.

Confidential Information

Our service "IKEA Instead of Cafe" gave people an opportunity to "test drive" the convenience and practicality of IKEA kitchens and products for cooking.

And also became a new media that help us to make a big buzz about the project.

Confidential Information

The mission of IKEA as a leader of the category: "To create a better everyday life of many people."

In 2015 the brand has set up a goal – "To create a better everyday life of many people in the kitchen" and chose the promotion of kitchen and products for cooking as a strategic focus.