In this edition of Weekly Curiosities, we’re exploring how brands are turning cultural relevance into retail strategy. Target is transforming stores into Hawkins ahead of the final season of Stranger Things, blending exclusive product drops with immersive in-store storytelling. At the same time, IKEA’s latest collaboration with designer Gustaf Westman shows how even everyday tableware can become part of a larger cultural conversation, as the retailer leans into partnerships with fresh creative voices. Both moves highlight how brands are using pop culture and collaboration to stay close to their audiences.
Thanks for reading and stay curious!
BUBS Takes Swedish Sweet Tradition Stateside
POP UP RETAIL: The Swedish candy brand BUBS has launched its first U.S. pop-up in SoHo, New York, a playful, immersive space dubbed “Sweeteasy” that invites locals and tourists alike to step into its Scandinavian candy world. The pop-up opened on September 25 and runs through October 22, featuring iconic flavors that were previously available only in Sweden, plus exclusive merchandise designed to amplify the brand’s cult appeal.
Located at 69 Mercer Street, the BUBS pop-up offers a pick-and-mix candy bar, limited-edition U.S. flavor variants, and a “Snap Spot” for social media moments. It’s part of a larger U.S. rollout: at the same time, BUBS is entering aisles at major chains like Target, Walmart, CVS, Walgreens, Kroger, Albertsons, and Five Below, aiming to turn its TikTok-fueled popularity into long-term foothold in American retail.
BRAND STRATEGY: This season, fashion brands are leaning into celebrity campaigns like never before, doubling down on star power to cut through the noise. From Rihanna’s new Puma collaboration to Victoria Beckham’s full campaign with Zendaya, celebrities are anchoring key collections as brands aim for cultural relevance alongside sales.
Rather than traditional endorsements, these campaigns are often narrative-driven: stars co-curate collections, appear in immersive digital storytelling, and engage directly with fan communities. With attention harder to capture than ever, celebrities are becoming content creators, curators, and creative collaborators, not just faces on a billboard.
IKEA and Gustaf Westman Debut Celebration Tableware
BRAND COLLAB: IKEA and design director Gustaf Westman have teamed up to release a new tableware collection aimed at special occasions and celebrations. The line, named Duka Upp (“Set the Table”), includes plates, bowls, glasses and serving accessories, all crafted with the intent to blend everyday usability with a touch of elegance. The collection emphasizes Scandinavian warmth while offering versatility for both casual gatherings and more formal dinners. The offering is designed to make beautifully styled interiors accessible, not just aspirational.
The launch is part of IKEA’s broader strategy of collaborating with fresh creative voices. By inviting designers like Westman to reinterpret its design DNA, IKEA is positioning itself not just as a furniture retailer but as a cultural collaborator—bringing new aesthetics and perspectives into the brand. With in-store displays and digital inspiration, the collection highlights how IKEA is expanding its design storytelling while keeping products accessible to a wide audience.
BRAND ACTIVATION: Target and Netflix are launching a major retail spectacle to support the fifth and final season of Stranger Things. Starting October 5, over 150 exclusive products, from apparel and collectibles to home goods and snacks, will hit Target stores with more than half of the lineup being Target-only.
The activation isn’t just about goods, it’s about immersive storytelling. Target is rolling out special in-store “Hawkins zones,” themed displays, digital tie-ins, and rotating drops to bring the show’s world into retail. On October 12, the retailer will debut a meticulously recreated 1987 Target store inspired by Hawkins to amplify the nostalgic effect.
