In this edition of Weekly Curiosities, we’re exploring how brands are meeting people in unexpected places, by adapting to new platforms and shifting physical spaces. On Reddit, fashion-conscious men are driving peer-led conversations that challenge traditional marketing, while IKEA experiments with parking-lot pop-ups to reach customers outside the big-box format. As retail continues to evolve, the most effective touchpoints are often the ones that meet people where they already are, digitally or just outside their car door.
Thanks for reading and stay curious!
| New formats take IKEA closer to the consumer | ||
| POP UP RETAIL: IKEA is piloting a new retail format in the US, setting up compact pop-up spaces inside ten Best Buy locations across Texas and Florida. These approximately 100-square-meter areas are designed to showcase a curated selection of kitchen and laundry room setups, giving customers the chance to plan and order home solutions directly in-store.
The pop-ups allow visitors to explore IKEA’s home design expertise while also getting advice on appliances from Best Buy’s staff. It’s a collaborative setup that combines furniture, functionality, and tech guidance in one location. The partnership will run as a test through the fall, with both companies evaluating customer response and potential for future expansion.
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