Why Ikea took over a Soho townhouse to celebrate its 30th anniversary

Ikea has been hosting house parties in London this week to celebrate 30 years in the UK.

The brand has taken over a Soho townhouse and furnished each floor to represent a typical British lounge from the 1980s, 1990s and 2000s. The top floor is designed to show what the future home will look like.

Laurent Tiersen, marketing manager at Ikea UK and Ireland, said: "This is a way to celebrate and to look at how we can create a better life for the majority of people, by giving them affordable design and affordable quality and now also sustainable design and quality in terms of home furnishing and interiors.

"If you look at our brand personality right from the start, actually Ikea was an experiential place. We were the first retailer to approach the market by showing some roomsets, whereas the other ones were displaying furniture; so it's a little bit in our DNA.

"We always try to be forward looking, positive, optimistic and really connect with the human dimension, so that's why experiential has a big role to play."