IKEA x Contiki

Travel brands are running out of the unexpected. They want to grab attention but end up imitating each others content. Contiki a category leader was in danger of blending in too. So we needed an idea to remind our audience that unlike most travel brands who visit culture, we occupy it.

The Idea:

To celebrate the launch of our new Scandinavia trip, two iconic brands partner for one unforgettable experience that will get the world talking.

When IKEA closes for the night, it reopens for one group only…Contiki travellers. Not a showroom visit, or brand tour, but a sleepover inside Sweden's most recognisable brand.

Travellers get to choose between curated ‘worlds’ as they eat, sleep and socialise in different IKEA display areas.

Overnight we transform the IKEA store from a maze of displays to spaces that are really lived in, and reframe Contiki from travel curator to cultural occupier, because...

Instead of showing travellers Sweden’s icons, we let them live in it. Not only grabbing attention online but proving if an experience exists, Contiki will be the first to share it.