[Click here to view the video in this article]
Video screenshot through IKEA UK
IKEA merchandise are acknowledged for his or her affordability and affordability. Are they recognized for being opulent although? Not fairly, not precisely. Nevertheless, slap on a brand new label — one which is not blue and yellow — and the tables can flip, as they are saying.
The Swedish big has put collectively a pleasant shock to problem preconceived notions about its cuisines – ‘Eureka Spiritsis’. huh? WHO? what the-? Eureka Spiritsis.
This refined, An up-and-coming model prides itself on state-of-the-art kitchen cooking. Its launch video reveals a luxurious kitchen full with mixture doorways and drawers, providing a 25-year assure.
Video screenshot through IKEA UK
Nevertheless, prospects You quickly study that Eureka Spiritsis objects in all probability exist already of their houses. Apparently the identify is an anagram for “SURPRISE, IT’S IKEA”.
For additional aptitude, The furnishings retailer employed label skilled William Hanson, recognized for his elegant demeanor, to be the face of the Eureka Spiritsis video. The intelligent misdirection, imagined by promoting company Mom London, serves to painting the usually understated design and high quality of IKEA kitchens.
For a bit time, the label made its real-world look at an influencer occasion in London. The contributors, beneath the impression that they have been witnessing the revealing of a luxurious model, have been later revealed to them the reality.
Video screenshot through IKEA UK
Video screenshot through IKEA UK
IKEA UK wished to shake up perceptions and reveal that its kitchens usually are not solely reasonably priced options, but additionally fashion, practicality and sturdiness.
For a lot of customers, this revelation might come as an enormous eureka second.
[via Creative Salon, Little Black Book, Mother London, video and screenshots via IKEA UK]