- meant to be individual/personal
- sells personal home to masses across globe
- way of life/consumerism
Brand Identity
- stripped back and basic - recognised global
- names of products
- the warehouse - building/location/colours
- packaging
Ideals
- sell ideals of home life - family/first home
- gain image of life they perceived
Do this by:
- hyperreality/DIY style/advertisement/store setups/store layout/familylive
Hyperreality
- forget there in a marketplace
- illusion of the real life - setups
- exaggerated images in ads
Advertisements
- mother recent ad campaigns
- examples of different lives - couples/families
Do It Yourself
- self-esteem
- sense of achievements/personal touch
- make it seem not mass produced
The Store
- setups - cosy,warm, atmosphere
- layout - direction through store
- pick - choose - get later (pencil)
- pace/lightening/space
FamilyLive
- home stories
- blogs
Primary Research
- go into store - time it - photograph it
- interview with Ikea wis merch or mother?
- sign up to familylive - blog
- contact some bloggers
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