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1. MoMA Gets Suitably Whimsical and Macabre for Tim Burton Tribute

2. Gap, Banana Republic, American Eagle Open Stores With Musical Performances

3. Scripted Models Play Up Key Notes at Victoria's Secret Fragrance Preview

4. Nintendo Launches New Mario Game With Look Back at Franchise History

5. Masked Raconteurs Tell Tales at Moth Ball, and I Have a Blast

6. 3 New Hotel Restaurants for Business Entertaining, Private Groups

7. New Moon Premiere Beckons 10,000 People and 2 Live Wolves

8. 8 Handy Gifts for Meeting Attendees

9. Sustainable Label Opens SoHo Pop-Up With Community Center Sensibility

10. Clinique and Teen Vogue Bring Young Women to Beauty Tour, Send Them Online

FROM LOS ANGELES

American Music Awards Begin With Redesigned Arrivals, End With Downsized After-Party

Bouchon: Thomas Keller in Beverly Hills, With Indoor/Outdoor Dining, Private Room

Us Weekly Takes to Voyeur With Scantily Clad Models, Burlesque Feel

6 New Venues for Los Angeles Holiday Parties

New Moon Premiere Beckons 10,000 People and 2 Live Wolves

$4 Million MOCA Gala Breaks Fund-Raising Records

Chrysalis Benefit Cuts Ticket Prices in Half, Draws Same Crowd

MOCA Gala Spawning Arty Online Auction—Including Gehry's Hat for Gaga—Through November 30

Wende Museum Closes Wilshire for Cold War Anniversary Celebration

3 Ideas for Stylish, Eco-Friendly Events

FROM WASHINGTON

Obama's First State Dinner Calls on Marcus Samuelsson, Jennifer Hudson

Eldon Luxury Suites: Spacious Penthouses for Receptions

National Geographic Debuts Exhibit With Chinese Dragon, Tented Lounge

P.C.M.A. Honors Wardman Park, Fairmont at First Nighttime Annual Meeting

8 New Venues for Washington Holiday Parties That Won't Break the Bank

MSNBC and Rodale Fete Jeff Corwin's New Book and Documentary at the Occidental

Againn: A Modern Gastropub in Penn Quarter

Café Milano Offers Corporate Catering

More Photos From Fight Night/Knock Out Abuse: Stogies, Laser Shows, and a VW Bus Bar

Fight Night/Knock Out Abuse: Joan Jett for Men, Shirtless Hippies for Women

News Archive for Ikea

EVENT INTELLIGENCE 06.02.09 9:00 AM

Guerrilla Marketing Guide: Where to Stage Stunts in Six Cities

Tennis pros Venus Williams and Andy Murray stopping traffic in Miami
Photo: Getty Images

Chicago
Where to Go: One of the Windy City’s most iconic locales, the Daley Center, allows marketers to reach consumers—including the lunching masses—under the watchful eye of a 50-foot untitled Picasso sculpture. A few blocks northeast, and just outside the Loop, is Pioneer Court. The petite, extremely busy plaza sits where the Chicago River meets Michigan Avenue and sees most of the 40 million tourists who visit Chicago annually.
What It Takes: The Daley Center’s plaza is owned by MB Real Estate (312.603.7981), which prices permits individually. Pioneer Court is controlled by the Equitable Life Insurance Company and the Chicago Tribune Company, but any event using the streets around it would require permits from the City of Chicago (Office of Special Events, 312.744.0626). Months of red tape and a 28-page application packet might persuade you to go guerrilla instead.
Recent Stunt: When More put future first lady Michelle Obama on its October 2008 cover, the magazine deployed 100 readers to the streets around Pioneer Court to pose with issues—and it didn’t spend a penny on permits.
Who Can Help: Based in Chicago, Legacy Marketing Partners has earned a lot of attention from experiential campaigns like the Stoli Hotel and the mobile Burger King/NFL Challenge. MORE >>

Guerrilla Marketing, More Magazine, Sony, DirecTV, Budweiser, Ikea, Ikea, Sony Ericsson

NEWS 06.18.08 5:13 PM

Brooklyn Ikea Opens to Eager Crowd and Frenzied Media

New York characters
Photo: BizBash

On the heels of an ambitious promotional campaign of pop-ups throughout the city, and more free press than the marketing team probably predicted, New York City’s first Ikea store—and its surrounding waterfront esplanade—finally opened this morning in Red Hook, Brooklyn.

Festivities started at 6 a.m. for the hundreds already in line, the earliest of whom set up camp late Sunday night. While a DJ spun music to pump up the crowd, women in traditional Swedish garb handed out branded swag like shirts and water bottles, and mass quantities of meatballs were consumed at an unusually early hour. MORE >>

Ikea

NEWS 06.10.08 11:44 AM

Ikea Readies for Opening With Studio Apartment Pop-Ups

Everything you need for a 400-square-foot studio
Photo: Jessica Torossian for BizBash

June 18 marks the highly anticipated opening of New York City’s first Ikea store. The Swedish furniture company, famous for its modestly priced designs and food-court meatballs, aims to build buzz for its debut in Red Hook with a series of pop-up displays in Brooklyn and Manhattan over the coming week and a half. Monday saw the launch of the first one, a studio vignette at Brooklyn’s Borough Hall. MORE >>

Ikea, Pop-Ups

EVENT REPORT 09.24.07 10:54 AM

Ikea Hosts a Feel-Good Movie Night

The living room-meets-screening room at Ikea's event.
Photo: Diane Bondaresf

Ikea kicked off its new “home is the most important place in the world” national brand campaign Thursday night with a feel-good theme that focused on the importance of home, rather than the stuff inside it—although there was plenty of furniture on display. The main attraction of the event, held at Cedar Lake Center, was the first screening of an Ikea-produced documentary film about seven diverse American families and what their homes mean to them.

To create a cozy, movie-night feel, Ikea’s priority launch project manager, Raymond Simanavicius, worked with Moschini Productions to turn the space into an informal living room, complete with rows of black-and-white sofas and chairs (from Ikea, of course) and end tables topped with big bowls of popcorn. “We wanted everyone to behave as if they were at home—flop on a sofa, put your feet up, grab a Rice Krispie square,” he said. MORE >>

Ikea, Amy Sedaris

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