Since IKEA Festival City opened its doors 2005, the Swedish furniture giant has been a mainstay in the homes and lives of Dubai residents. The stylish, quality affordable interiors resonate with singles, couples and families alike helping them create the perfect home quickly, simply and cohesively.
To keep pace with the city's rapid growth as it spreads south and east, IKEA made a decision to build a second store at Festival Plaza in Jebel Ai in Dubai to serve these neighbourhoods. At 35,000 square metres, the new IKEA store is three times larger than Festival City and offers customers state-of-the-art digital experiences to make shopping at IKEA even more seamless and enjoyable. Memac Ogilvy wanted to create a buzz surrounding the opening of the second IKEA store and since it was referred to internally as Dubai 2, they used this 'lucky' number as the starting point.
Using a purely visual language, their key visuals depicted the number '2' created from hundreds of pieces of IKEA furniture and accessories to get the message across that the second IKEA store is now open. To take that message even further, they created a stunt in Jumeirah Beach Residence, and commissioned renowned artist and set designer Andronico Del Rosario to create an installation that celebrates all that we love about IKEA. To start, Andronico built a six-metre high metal shaped structure. He then artfully styled 300 pieces of IKEA furniture and accessories to the hooks attached to the structure to create the perfect '2' shape - and a truly memorable, Intagrammable and shareable talking point for the residents and visitors of JBR.view more - Creative