IKEA x House Party | Cultural Launch Event
Reframed IKEA as a cultural host by embedding the brand in London’s creative community, driving cultural credibility and significant earned media attention.
The Challenge
IKEA wanted its new Tottenham Court Road store opening to break convention by creating an authentic cultural event that connected with London's tastemakers and positioned the brand as culturally relevant, not just functional.
Our Approach
KRPT partnered with Hope & Glory to deliver an activation that blurred the lines between brand launch and cultural party.
The results
KRPT partnered with Hope & Glory to deliver an activation that blurred the lines between brand launch and cultural party.
- Guestlist & Community: Curated and managed a guestlist of 150 leading figures from London’s cultural scene- making the event an unmissable moment.
- Creative Development: Supported the concept of transforming Stormzy’s House Party venue into an IKEA-inspired takeover, reframing the brand through music, culture, and nightlife.
- Tastemaker Partnerships: Positioned IKEA within influential networks by engaging credible figures who extended the story organically.
- Earned Media Strategy: Crafted a cultural PR approach that generated media attention across fashion, lifestyle, and design press.
- Measurement & Insights: Established a framework to capture the impact of live events and earned reach, proving the value of cultural activations.
Why it worked
By combining creative development, tastemaker strategy, and cultural partnerships, KRPT helped IKEA create a launch moment that felt truly London. The House Party activation resonated because it brought IKEA into the places and conversations that matter to the cultural community- proving the brand’s relevance beyond retail.
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