ikea

Safe not sexy: The social launch of IKEA Oxford Street proves brands need strategy to drive earned hype

By Emilie McMeekan - 09 May 2025
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Posted by Emilie McMeekan in Analysis

6 months ago

Slightly more than 400 people queued for IKEA’s long-awaited debut on Oxford Street on 2 May 2025.  There were diehard fans, including a woman whose mission to visit all the IKEA stores in the UK was finally completed, and a man who, according to the Daily Mail, hated IKEA but just wanted to annoy his…

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