Event TV: BWP Group creates Ikea Retreat experience

Communications agency BWP Group was tasked by Swedish furniture brand Ikea to create its first overnight spa experience at five of its UK stores.

Ikea customers chill out at Ikea Retreat event
Ikea customers chill out at Ikea Retreat event

More than 150 of Ikea's loyalty customers, known as Family members, took part in the Ikea Retreat experience on 7 September, which was to promote the brand’s bedroom and bathroom ranges and show consumers how easy it is to have a better start and end to every day.

The pop-up sanctuaries offered guests the opportunity to be pampered with an array of spa treatments and holistic therapies during the night. Participants then awoke the following morning to peaceful sounds of the Swedish forest, before an energising yoga session and light healthy breakfast. 

Myriam Ruffo, head of bedrooms and bathrooms at Ikea, said: "Our recent Life at Home study revealed the toll that our busy lives are taking on us, with Brits experiencing 14 bouts of stress a day. What’s more worrying is that two thirds of us feel stressed before we even get out of bed.

"Our pop-up spa showed our guests that you really don’t have to go to a retreat to have a treat; there are lots of simple ways to unlock the healing power of the bedroom and the bathroom so you can start and end each day better."

Matt Tabb, managing director at BWP Group, added: "The Ikea Retreat was designed to show how the way we live life in the bedroom and bathroom can help us all to have a better start and end to every day. It gave Ikea the opportunity to inspire guests with innovative ideas while also treating the store’s most loyal customers, Ikea Family members. We were all delighted with the reaction both from guests attending and the media pick-up."

The Ikea Retreat was the first in a series of in-store events designed to make people think twice about the healing power of the bedroom and the bathroom. The brand also hostes an Ideas Festival across its stores on 13 and 14 September. The weekend-long event featured interactive workshops and activities for families to participate in.

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