IKEA decorates Exeter Central and St. David’s station waiting rooms for store launch

Exterion Live - IKEA Experiential Marketing campaign at St Davids station large

IKEA has enhanced the journey experience for commuters at Exeter Central and Exeter St. David’s stations by decorating the station waiting rooms with IKEA furnishings to promote the launch of the IKEA Exeter store, which opened its doors to the public on 1st May 2018.

The immersive brand activation was booked through Exterion Live, Global’s experiential offering, in partnership with Mother London and Great Western Railways. From 1st – 10th May, commuters can experience IKEA’s soft and hard furnishings and plants as they wait for their trains, whilst on 1st May brand ambassadors will distribute colouring books to children.

Nick Tether, Head of Exterion Live at Global, said: “We’re incredibly proud to be involved in such a creative campaign that enhances the experience for Great Western Railways passengers, while firmly putting the new IKEA Exeter store on the map. Exterion Live are passionate about maximising the creative opportunity for brands in line with our partners operational parameters, and this is a fine example of our vision for the future of powerful brand experience across our rail estate.”

Gauthier Hardy, Commercial Development Manager at Great Western Railway, said: “It’s extremely exciting to be working with a brand like IKEA for their new store launch in Exeter. At Great Western Railway (GWR) we strive to add value for our customers, while onboard our train services or passing through our stations; and in support of the communities we serve."

Exterion Live provides management of experiential campaigns across five core environments: transport, retail, urban, sports and entertainment, through existing advertising partnerships with Transport for London (TfL), National Rail, Westfield, London Designer Outlet (LDO) and Wembley Park. 

The new store will be the 21st IKEA store to open in the UK and will be the retailer’s most sustainable store to date. Over 85% of co-workers appointed so far have been recruited from the local area and IKEA has invested £80 million in the 29,000 square metre store on Newcourt Way.

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