# Strategic Brand Punctuation Swaps IKEA's Wembley Location in London Temporarily Added Quotes By Grace Mahas | Published 2020-01-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ikea-1 References: [adweek](https://www.adweek.com/brand-marketing/why-one-ikea-location-suddenly-has-quotes-around-its-name/) & [ikea](http://www.ikea.com/?Sggssdddd) Popular Scandinavian-inspired furniture store [IKEA](https://www.trendhunter.com/trends/vibrant-homeware) recently updated its Wembley store's aesthetic by adding quotations around its brand name. The unique branding update was done to kick-off the company's recent [collaboration with Virgil Abloh](https://www.trendhunter.com/trends/stockholm-collection) for a homeware collection titled "MARKEREAD" -- notably also featuring the same punctuation. Additionally, the series features two items that also make use of the quotation -- the “SCULPTURE” bag and the “WET GRASS” rug. The updated “IKEA” logo was only featured during the launch weekend to generate buzz and excitement from consumers about the latest launch. This, however, is not the first time [IKEA has updated its typography](https://www.trendhunter.com/trends/darkest-campaign-yet) to align itself with brands. The company recently changed its Verdana typeface to Noto to be more accommodating to various languages. Image Credit: IKEA UK, AD Week ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 59% | Activity: 64% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Key Themes Behind This Trend - **Brand Typography Updates:** IKEA's temporary addition of quotations to its brand name highlights a trend of companies experimenting with typography to create unique brand experiences. - **Collaborative Homeware Collections:** IKEA's collaboration with Virgil Abloh for the 'MARKEREAD' collection showcases a trend of brands collaborating with designers to create exclusive and stylish homeware offerings. - **Temporary Branding Installations:** IKEA's use of the updated logo for the launch weekend demonstrates a trend of brands using temporary installations to create excitement and generate consumer interest. ### Where This Applies - **Furniture Retail:** The furniture retail industry can explore disruptive innovation opportunities by experimenting with typography and branding elements to create unique and memorable shopping experiences. - **Fashion and Home Decor Design:** The fashion and home decor design industry can capitalize on the trend of collaborative collections by partnering with popular brands to create exclusive and highly coveted homeware items. - **Event Marketing and Branding:** The event marketing and branding industry can leverage the trend of temporary branding installations to create captivating and buzzworthy experiences for product launches and brand activations. ## Related on Trend Hunter - [Incredibly Vibrant Homeware Collections](https://www.trendhunter.com/trends/vibrant-homeware.md) - [Creative Home Collections](https://www.trendhunter.com/trends/creative-home.md) - [Reusable Bag Pop-Up Shops](https://www.trendhunter.com/trends/ikea-hus-of-frakta.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Brighton Retail Launch Ads](https://www.trendhunter.com/trends/ikea-brighton.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Nature-Inspired Collaborative Designs](https://www.trendhunter.com/trends/bastua.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Furniture Store Openings](https://www.trendhunter.com/trends/ikea-new-zealand.md)