Ikea: IKEA Is Now Downtown

IKEA Canada's much anticipated Toronto Downtown location opened this week. Given that home furnishing inspiration is core to the IKEA offer, inspiration became the subject of its social advertising to promote the new downtown store. In 'Window Shopping' IKEA Canada collaborated with Rethink to transform Toronto homes into showroom displays. Windows of real homes, reflecting real lives, became out-of-home ads for the IKEA Toronto Downtown - Aura store. Live-action billboards of IKEA room settings include:
- a Queen St. West apartment
- a Distillery District condo
- a semi-detached in Roncesvalles
- homes in Cedarvale and midtown Toronto
Just as the room settings throughout IKEA showrooms reflect the needs and dreams of how customers live at home, the IKEA 'Window Shopping' campaign features varied products and layouts that reflect different lifestyles of city dwellers, from an actual mother and daughter playing cards in a family room to a bachelor enjoying a coffee in his cosy living room.