Ikea takes campaign to London landmarks

Ikea is redecorating some of London’s landmarks as part of a major brand campaign targeting commuters. The Swedish furniture retailer will project its textile patterns on to some of London’s best-known spots from today.

The outdoor work will be supported by a campaign in evening freesheet thelondonpaper which will include cover wraps, integrated adverts, advertorials, competitions and patterned sections. The newspaper says the campaign “goes beyond simple advertising”. Mediacom handled the planning and buying.

The retailer, which is reviewing its £4m UK advertising account, has been increasing its focus on commuters with recent campaigns. At the end of last year, it launched posters across buses and tube trains to support the launch of its new catalogue. Last month, it briefed St Luke’s, which was previously its retained agency, to create a global press campaign to support its new textile and materials range.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here