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September 1, 2016


We all like to belong, and whether we like to admit it or not, we like to be a part of “the club”.  Stemming from childhood instincts of not wanting to be left out, we want what we seemingly can’t have.  We see this time and time again with the continued success of exclusive member’s clubs around the world.  We like to be included, we like to feel a part of something. 


In this instance, Ikea has tapped into this instinctive need to belong, and has created their very own dining club.  The launch of the Shoreditch-based club has the city a-twitter with excitement at the prospect of belonging to such an interactive and innovative dining experience.  


The name of the game:

Claim/apply for your spot in the club and you will be able to prepare, cook and serve a meal for up to 20 of your friends.  But wait… I haven’t even got to the best part yet – all food, drink and waiting staff will be provided, along with a head chef, sous chef, maître d, and clean up team. 


At this point – as a foodie myself – I’m frothing at the mouth.  In a city where food and drink hold the base for most of our social activities, it’s an exciting cultural move to publicize a social environment that would usually occur within the comfortable walls of your home.  Ikea is moving to create an interactive community of creating and sharing our love of food, (while promoting branded products). 


We like this brand immersive strategy, and look forward to what they will come up with next.

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