# Furnished City Campaigns IKEA's Wonderful Everyday Tour Shares Delights in Unexpected Places By Laura McQuarrie | Published 2017-09-19 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/wonderful-everyday-tour References: [campaignlive](http://www.campaignlive.co.uk/article/ikea-offers-cushions-deck-chairs-cinnamon-buns-sheffield/1444916) & [ikea](http://www.ikea.com/gb/en/) As part of its Wonderful Everyday tour and the opening of a new retail location in Sheffield, [IKEA](https://www.trendhunter.com/trends/wherever-life-goes) launched an initiative that involved dressing up the streets with its vibrant decor. IKEA set up 11 activations across the city, which included making public benches more comfortable with the addition of pillows and using a [FIKA](https://www.trendhunter.com/trends/smartphone-enclosure-concept) cart to share complimentary hot drinks and freshly baked cinnamon buns. As part of the campaign, IKEA also had an artist construct an entire installation from [Allen](https://www.trendhunter.com/trends/dado-system) keys and gave some local forms of transportation more comfortable makeovers. Until the doors of the new IKEA Sheffield open, consumers now have the opportunity to immerse themselves in enjoyable little moments from the furniture brand that are scattered around various parts of the city. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 92% | Activity: 71% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Furniture](https://www.trendhunter.com/furniture) ## Key Themes ### What's Driving This Trend - **Interactive Brand Engagement:** IKEA's Wonderful Everyday tour creates interactive brand experiences in unexpected places, enhancing consumer engagement and loyalty. - **Street Activation:** Dressing up the streets with vibrant decor and comfortable makeovers disrupts the traditional retail experience, creating unique and memorable brand encounters. - **Artistic Installations:** Using unconventional materials like Allen keys to construct installations showcases creative and innovative approaches to brand promotion. ### Who This Affects Most - **Retail:** Retailers can adopt interactive street activations to enhance customer experiences and build brand affinity. - **Hospitality:** Hotels, restaurants, and cafes can leverage artistic installations to enhance their ambiance and create unique and visually appealing spaces. - **Public Transportation:** Transportation services can explore comfortable makeovers and creative decor to create enjoyable and memorable experiences for passengers. ## Related on Trend Hunter - [Furniture-Honoring Campaigns](https://www.trendhunter.com/trends/wherever-life-goes.md) - [Brighton Retail Launch Ads](https://www.trendhunter.com/trends/ikea-brighton.md) - [Reusable Bag Pop-Up Shops](https://www.trendhunter.com/trends/ikea-hus-of-frakta.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Creative Home Campaigns](https://www.trendhunter.com/trends/dream-the-possibilities.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Swedish-Style Kitchen Pop-Ups](https://www.trendhunter.com/trends/ikea-house-warming.md) - [Domestic Awareness Campaigns](https://www.trendhunter.com/trends/this-is-not-a-home.md) - [Secret Sleep Pop-Ups](https://www.trendhunter.com/trends/ikea-sleepeasy.md)