Taking the Ikea Plunge in Paris
Fans of flat-pack furniture (probably few in number, but we all like the prices and the design) were treated to something a little different in Paris over the weekend. Rather than opening a new store or hiving off a department for special attention, Ikea opted to operate a pop-up Nordic bathing location next to the Pont Neuf on the Seine in Paris.
The deal was actually pretty simple. Those who fancied an hour-long plunge could apply to take one for free via a dedicated Facebook page and then pitch up at the appointed time. From Ikea’s perspective, this was all about awareness. It is in fact opening a small(ish) store at the nearby Boulevard de La Madeleine (taking the place of a former C&A) in May and this is part of a general softening up of Paris’ inner city cohort who might not make it out to the edge-of-town locations where the retailer would normally be found.
And as well as awareness, those who bathed were treated to a copy of the latest Ikea catalogue. What more could you want on a chilly Parisian day?
The Nordic bathing event ran from March 1st-3rd.