Ikea is at it again, with another stunt that promotes its furniture by turning a showroom into an event. In London, the retailer opened the Ikea "Breakfast in Bed Cafe," serving appropriately Scandinavian breakfast foods such as"Hot Swedish Waffles" and gravadlax to customers as they snuggle down in an Ikea bed. Diners book their 45-minute slot via an email to the cafe's creators, PR firm Hope & Glory. They can choose from a range of different Ikea pillows and bathrobes, then relax under the covers while they enjoy the meal. Ikea staff will be on hand to give out sleep tips. In the afternoon, there's even a separate siesta menu.
Ikea knows its market; the pop-up cafe is located in London's hip Shoreditch area, which already features themed cafes such as Cereal Killer, where you can eat any cereal you like, Porridge Cafe, which (you guessed it) only serves porridge, and Draughts, where you can choose from a wide range of board games.
Previous stunts by Ikea include transforming a Russian movie theater into a giant bedroom and holding a slumber party in Australia in collaboration with Airbnb. It's not all fun and games with Ikea though -- the Swedish firm banned groups of Facebook friends in the Netherlands from holding giant games of hide-and-seek in its stores.