As a kid, I used to day dream about living inside a store. I'm not that crazy though, I didn't actually do it. Mark Malkoff, on the other hand, did.
His NYC apartment was getting fumigated, so instead of invading a friend's place, or shelling out for a hotel, he moved into an IKEA store on January 7th, 2008, and has been keeping a video blog ever since. His plan was to live, and sleep there, for one week.
"To make matters worse, the plumbing doesn't work!" Mark says of his IKEA bathroom, and the plastic pasta? A little disappointing.
Sure the Swedish store is cool, and there's so much to see, but would you want to live there? Can you picture him sneaking into the IKEA kitchen at night for some Swedish meatballs, snacking on Daim candies late at night while lounging in the kid's hammocks as he flips through the latest catalog?
It's more fun to pretend he's secretly living there, but he actually got approval from IKEA. How else would he be able to pull off these public YouTube videos of his life in a Swedish megastore, posted officially on MarkLivesinIkea.com?
His videos are HILARIOUS!! This must be the best marketing campaign I have ever seen. Check them out! This is just a sampling, more can be seen on his site.
Mark Wakes up in IKEA:
Mark goes to lunch in IKEA:
Mark closes IKEA:
Mark works out in IKEA:
Mark gets lost in IKEA:
Mark's date in IKEA:
It seems Mark Malkoff and I aren't the only ones who have thought about living in a store. Remember the guy that lived in a mall?
Living in a Store
Mark Malkoff Lives in IKEA
Trend Themes
1. Living in a Store - The trend of living in retail stores presents opportunities for disruptive innovations in store layout and design, security systems, and multi-purpose spaces.
2. Video Blogging - The trend of video blogging about unique experiences, such as living in a store, creates opportunities for disruptive innovations in content creation, influencer marketing, and brand partnerships.
3. Experiential Marketing - The trend of using unique experiences, like living in a store, as marketing campaigns offers opportunities for disruptive innovations in immersive brand experiences, customer engagement strategies, and social media integration.
Industry Implications
1. Retail - The retail industry can leverage the trend of living in a store to enhance customer experiences, drive foot traffic, and create memorable brand interactions.
2. Content Creation - The content creation industry can capitalize on the trend of video blogging about unique experiences, like living in a store, to create compelling and shareable content for digital platforms.
3. Marketing - The marketing industry can utilize the trend of experiential marketing, such as living in a store, to create innovative campaigns that capture consumer attention and generate buzz for brands.