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You can now spend the night at Ikea
A childhood dream come true for 160 lucky people
January 27th, 2025
Who has never dreamed of spending the night at IKEA? Lounging on the beds like Joseph Gordon-Levitt and Zooey Deschanel in (500) Days of Summer, wandering through the beautifully decorated rooms, and imagining an alternate life. Well, this childhood dream came true for a few lucky ones! IKEA Belgium recently offered an extraordinary evening to 160 customers through an online contest, allowing them to spend a full night in its stores. In addition to trying out all available mattresses, the lucky winners enjoyed a specially curated program for the occasion. For this unique evening, IKEA treated its guests to a Swedish dinner and various activities like a movie screening and yoga to help them relax before drifting off to sleep. In the morning, participants were served breakfast and left with a goodie bag in hand.
Each winner was offered a night in one of the stores with a guest of their choice. Participating locations included Hasselt, Wilrijk, Anderlecht, Zaventem, or, closer to the French border, Ghent, Liège, Arlon, and Mons. Unfortunately, the contest deadline has passed, but who knows? Maybe the Swedish giant will bring this experience to France soon. A memorable moment for customers and a marketing success for the brand, the furniture giant continues to cultivate its warm and accessible image through bold and original campaigns. Last October, the Philippine branch organized a similar experience called “Pajama Weekend,” where some customers were invited to spend the day in-store in their pajamas while enjoying sleep-inspired activities. Videos of this quirky day garnered tens of thousands of views on social media, leaving viewers envious.
In Sweden, the brand’s homeland, the experience reaches its peak with the only IKEA hotel in the world. Called “IKEA Hotell,” it is located in Älmhult, a small village of just 8,000 inhabitants, surrounded by pine and birch trees. The location is no coincidence, as it is precisely here that the first IKEA store opened. The rooms are, of course, furnished with the brand’s products, tempting guests to purchase new furniture. In these uncertain times, the Scandinavian brand stands out with its cheerful and playful marketing campaigns that bring comfort. The 82-year-old company continues to surprise the internet, cementing its status as an undisputed giant in the furniture world, a domain where few competitors dare to challenge it.