Launched in early 2017, the IKEA Live Lagom Event series featured a variety of educational workshops and experiences designed to encourage customers to live more sustainably. Hosted at the Westfield Stratford City in a five-day stint, the immersive experience includes a series of talks, activities and workshops, as well as a food bistro.
'Lagom,' a Scandinavian concept guided by the premise that "just enough is the perfect amount of everything,' was the inspiration for this particular event series and demonstrates how brands can incorporate overarching behavioral drivers into the narrative of their marketing experiences.
The Lagom-driven project will last three years, and will feature a number of experiential events that allow the brand to meet with consumers face-to-face in order to educate them on the 'lagom' lifestyle.
Why This Trend Is Growing
- Sustainable Living Workshops
- Opportunity to educate consumers on sustainable living practices and encourage behavior change.
- Experiential Marketing Events
- Utilizing immersive experiences to engage consumers and create brand loyalty.
- Behavioral-driven Marketing
- Incorporating psychological concepts like 'lagom' to connect with consumers on a deeper level.
Industries Being Reshaped
- Retail
- Implementing workshops and experiences in brick-and-mortar stores to enhance the customer experience.
- Home Furnishings
- Creating interactive events and educational workshops to promote sustainable and conscious living choices.
- Marketing and Advertising
- Using behavioral-driven marketing strategies to connect with consumers and influence their decision-making.
