BWP Group

Core disciplines: Brand strategy, Integrated marketing


Open sesame

A strong expansion plan has seen IKEA call on BWP for support as it continues to open new stores. When the brand opened its first full store format in seven years, the agency was challenged to develop an execution that challenged preconceptions and brought the brand to life in an exciting way. In response, the agency devised an experiential activation that made a huge splash.

The agency transformed a three-deck pleasure boat into a floating showroom. Complete with a rooftop garden, interactive exhibition space and secret cinema snug, visitors could get a sneak peek at what they would discover at the new store as well as enjoying a slice of Swedish culture – life by the river.

The boat travelled up and down the River Thames offering people living within the new store’s catchment area a chance to reconnect with the brand.




7,500 people visited the boat

28,000 leaflets distributed

30,000 people reached through school outreach programme

350 new sign ups to IKEA FAMILY



Client Quote

“IKEA has worked with BWP Group for more than 6 years across a number of campaigns at a national brand level and event based store marketing. The BWP team approaches any challenge with a professional attitude and has grown to feel like an extension of our own marketing team. We know we can depend on them to deliver effective, creative campaigns that consistently deliver against KPIs. We look forward to many more successful campaigns...”

Marie Renwick – Country IKEA FAMILY Leader – Store Marketing & Communication


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