Ikea patrons who have ever been tempted to curl up in one of the retailer’s inviting display beds were no doubt intrigued by the Swedish retailer’s Breakfast in Bed Café that landed in London’s Blackall Studios from May 18 to 20.
Taking the notion of a showroom to a truly experiential level with its latest promotional stunt, the brand not only invited guests to hop into its beds, but to also have breakfast in them.
It was a hands-on approach that gave visitors a tangible idea of how they could transform their own bedrooms into a relaxing space—using Ikea products, of course.
The activation seems to be right on trend, another example of a brand turning breakfast in bed into an event format.
Waitstaff used breakfast trays to serve visitors complimentary meals at Ikea’s pop-up Breakfast in Bed Café in London’s Blackall Studios.
Photo: Courtesy of Ikea
Ikea invited the public to book free 45-minute sessions between 7 a.m. and 3 p.m. at its café after it surveyed 2,000 Brits and found that only half of them had ever had breakfast in bed. A sidewalk sign boasting the statistic helped pique pedestrian interest.
Photo: Courtesy of Ikea
Patrons could book single or double beds—made by Ikea, of course. Bedspreads, pillows, shelving, and decor found at the café also came from the Swedish retailer, making for a uniquely experiential setting.
Photo: Courtesy of Ikea
A morning menu featured Swedish ham and eggs, waffles, and assorted cheeses; afternoon offerings included assorted pastries.
Photo: Courtesy of Ikea
A pillow bar helped personalize each guest’s experience, allowing diners to select the style that best suited their needs before they settled into bed.
Photo: Courtesy of Ikea
Guests could choose from fresh juice, coffee, or a selection of sleep-inducing teas. Tranquil music and bedtime reading material also helped create a relaxing environment.
Photo: Courtesy of Ikea
In addition to having sleep specialists on hand to offer advice on how to get a better night’s rest, Ikea posted helpful tips on the café’s walls.
Photo: Courtesy of Ikea
