# Floating Furniture Showrooms This IKEA Display on Sustainability Occupies a Boat on the Thames By Laura McQuarrie | Published 2016-06-03 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/boat-on-the-thames References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-ikea-launches-swedish-houseboat-activation-reading/brands/article/1397346) To kick off the opening of its new store, [IKEA](https://www.trendhunter.com/trends/ikea-hus-of-frakta) 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](https://www.trendhunter.com/trends/invsbal) competition to win prizes. The Thames is an extremely popular destination for eye-catching [floating activations](https://www.trendhunter.com/trends/finnish-design-export) like this one. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 44% | Activity: 34% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Floating Showrooms:** Integrating floating showrooms to display products is a disruptive innovation opportunity for the retail industry. - **Sustainability Education:** Creating unique experiences for educating people on sustainable living is an opportunity for the education industry to disrupt traditional teaching methods. - **Interactive Marketing:** Using interactive marketing techniques, such as social media competitions, is an opportunity for businesses to engage with customers. ### Where This Applies - **Retail:** Utilizing floating showrooms in the retail industry can offer a unique shopping experience and engage customers in a new way. - **Education:** Incorporating immersive experiences, such as IKEA's boat showroom, can provide engaging and memorable opportunities for education on sustainability. - **Marketing:** Employing interactive marketing techniques can help businesses create a stronger connection with their audiences and increase engagement. ## Related on Trend Hunter - [Reusable Bag Pop-Up Shops](https://www.trendhunter.com/trends/ikea-hus-of-frakta.md) - [Swedish-Style Kitchen Pop-Ups](https://www.trendhunter.com/trends/ikea-house-warming.md) - [Secret Sleep Pop-Ups](https://www.trendhunter.com/trends/ikea-sleepeasy.md) - [Immersive Furniture Company Exhibitions](https://www.trendhunter.com/trends/future-together.md) - [Festive Showroom Eateries](https://www.trendhunter.com/trends/seasons-eatings-at-ikea.md) - [Virtual Furniture Pop-Ups](https://www.trendhunter.com/trends/welcome-to-bloxburg.md) - [Furniture Store Openings](https://www.trendhunter.com/trends/ikea-new-zealand.md) - [Open-Air Libraries](https://www.trendhunter.com/trends/ikea-billyotheque.md) - [Sustainable Beachgoer Decor Collections](https://www.trendhunter.com/trends/ikea-kseberga.md)