To kick off the opening of its new store, IKEA launched a boat on the Thames in Reading. For the month, the three-tiered boat is offering trips up and down the river, as well as samples of Swedish food and drinks, plus an assortment of craft workshops. In order to engage and educate young students, IKEA will be inviting local school groups to visit the boat and learn about living sustainably.
The topmost deck of the boat features a seating area that's outfitted with fake grass, which shows off a range of IKEA products. People are able to take picture of their favorite displays and share them as part of an Instagram competition to win prizes.
The Thames is an extremely popular destination for eye-catching floating activations like this one.