A group of Adelaide media and selected guests met in the lobby of IKEA Adelaide on a pleasant Wednesday evening, uniting for the launch of IKEA’s new catalogue. Together, we were mysteriously guided down the corridors of IKEA, led around the back and into the loading dock. The room before us revealed a stunning sit-down dinner fit out with candlelit mood-lighting, kitsch homewares and funky furniture in an entirely industrial setting.
White-clothed long tables sat centre of the space, set with clunky, block-style IKEA cutlery that contrasted the sleek, mostly fine-dining appearance. Rustic-looking cloth napkins were another odd finish to an otherwise fine dining layout. The napkins appeared well-worn and somewhat even used despite being brand spanking new (a characteristic that should probably be concerning for an item of hygienic use), however IKEA seems to pull it off in some kind of effortless, hipster-chic style. Only at IKEA.
Inside the loading dock for the IKEA new catalogue launch
The fine dining, candlelit layout
A closer look at those damn rustic napkins
A presentation took place alongside a three course dinner, kindly put on by the IKEA chefs themselves. We all know IKEA food doesn’t quite tap into the realm of fine dining, but heck, it could have fooled us in such an extravagant setting! Sometimes simple is best, and a sit-down dinner complete with burgers, salmon, potato salad, beetroot salad, a selection of desserts and of course IKEA’s infamous meatballs of deliciousness certainly left us impressed with the spread of edibles on offer by the furniture company.
Burger love
Vegie balls
Meatballs
Salmon and roast vegetables
Salad in a jar, anyone?
Desserts of variety
IKEA’s new catalagoue is all about the people, with their catchphrase reading: ‘Designed for people, not consumers’. Exuding comforting, homely vibes, IKEA’s homewares and furniture are fit for really any home and can truly add some personality to your living space. In the wise words of IKEA: “We want to inspire people to unfollow the expectations. If you want to mix and match the chairs, do it! If you want to serve a wedding dinner without cutlery, great! It’s about following your own path and listening to your inner voice. It’s about you being you. Period.” This ideal certainly tied in beautifully to the mismatched fine dining/industrial set up of the media launch!
A key focus for IKEA this year is food and kitchen style, which is another aspect that tied nicely into the sit down media dinner hosted for us this week. “Whether it’s making a meal for one or making a meal for many, we want to bring people together,” IKEA Adelaide’s Store Manager Sarah Marling explains, “And that is often done best in the kitchen.”
Candles always achieve the ultimate mood-lighting
As do fairylights
IKEA’s media guests didn’t just get to view the homewares and furnishings – they got to touch them, use them and basically experience them. From trialing mismatched chairs and punchy cushions, to handling eccentric cutlery and modern glassware, it was just a huge adult playground put together by IKEA.
Textures!
IKEA bedroom comfort
We LOVE these giftbags!
The catalogue is availabile from 20th of August, so be sure to get your hands on one and get a head start on planning your dream home for an irresistibly low cost.
Now, it’s time for us to run away with our new IKEA goodies
