In the spirit of enabling creating spaces that reflect current life’s evolution, IKEA Egypt launched its new campaign “Make your home a space that changes with you"
The past year and a half have made a lot of people more conscious of their personal spaces, becoming more peculiar on how to make the perfect home and office space as their wants and needs changed over time.
In the spirit of enabling the creation of spaces that reflect their current life’s needs and evolution, IKEA Egypt launched its new campaign, “Make your home a space that changes with you,” which includes a new collection of more than 400 innovative products that help transform small spaces into a dream home.
The campaign and collection is in line with the brand’s overall ambitious goal of inspiring and empowering more than 70 million people to lead a better everyday life by 2025, aiming to make “homes smarter, more comfortable, affordable, sustainable and private,” according to IKEA Egypt, part of Al-Futtaim Group.
"At IKEA we understand the importance of the little things, and how they can help turn a rented apartment into a haven to relax in after a hard day at work,” said Thomas Sirguey, Al-Futtaim’s Egypt Retail Manager.
Country Marketing Manager of IKEA Egypt Dalia Refaat, and Thomas Sirguey, Al-Futtaim’s Egypt Retail Manager (Right)
“This ensures customers always have the items to transform a space, whatever the budget, with reduced prices of over 1000 existing products in conjunction with the launch of the new collection,” he added.
One of the ways that IKEA is working towards sustainability is through the decision to stop printing its famous annual IKEA Catalogue in 2020.
“Over the years, the IKEA Catalogue become an iconic and beloved publication and an important success factor for IKEA to reach and inspire the many people across the world, with home furnishing solutions and products. But with time, customer behavior and media consumption changing, IKEA has become more digital and accessible while embracing new ways to connect with many more of the many people,” wrote an official statement.
“Healthy and sustainable living are among IKEA’s focus points in its vision and ambition to become people and planet positive. In line with Egypt’s strategy towards improving environmental quality, increasing the contribution of clean energy, and implementing green growth plans, Al-Futtaim IKEA is creating a movement in society around better everyday living. As part of the collection, IKEA will showcase how customers can live a sustainable life and create a space with a lower environmental impact,” emphasized Sirguey.
According to Country Marketing Manager of IKEA Egypt, Dalia Refaat, IKEA’s vision for the year will be based on 4 pillars, Affordable homes, Smart homes, multi-generational homes with privacy & Sustainable homes within the community, “providing a selective and exclusive range of products and solutions that will help change the lives of customers all over Egypt”.
The new collection features furniture pieces with in-built wireless charging stations, smart home solutions for lighting, sound, and curtain units, as well as a new “smart air” segment of products.
“Clean air is essential to being able to live a healthier and better everyday life at home, which is why IKEA is proud to launch the FÖRNUFTIG air purifier - a low-priced air purifier that melts seamlessly into the home environment and doesn't look like an electronic device,” Refaat explained.
IKEA Egypt’s new collection can be found in its Cairo Festival City and Mall of Arabia branches.
