01/ THE CHALLENGE
AN UNDERUTILIZED ASSET WITH UNTAPPED POTENTIAL
The Swedish Cafe had low awareness and inconsistent traffic. It lacked a clear identity, compelling reason to visit, and integration with IKEA’s broader customer journey.
Low foot traffic and limited repeated visits
No cohesive brand or customer experience
Minimal integration with IKEA Family or promotions
Missed opportunity to drive basket size and dwell time
02/ THE APPROACH
Building AN EXPERIENCE WORTH COMING BACK FOR
EXPERIENCE DESIGN
Reimagined the cafe with a clear brand identity and elevated in-store experience.
INTEGRATED CAMPAIGNS
Connected cafe promotions with IKEA Family, email, signage, home furnishing, and seasonal moments.
CONTENT & STORYTELLING
Created craveable content that highlighted food, moments, and the IKEA experience.
DATA-DRIVEN OPTIMIZATION
Tested offers, measured behavior, and iterated to improve traffic and conversion.
03/ KEY RESULTS
04/ BRINGING IT TO LIFE
a HOLISTIC APPROACH ACROSS EVERY TOUCHPOINT
MENU & EXPERIENCE
Revamped the café menu through competitive analysis and modernized offerings, integrating IKEA Food range products to create a more relevant and elevated customer experience.
INTEGRATED PROMOTIONS
Leveraged IKEA Family offers, seasonal campaigns, social content, and limited-time cultural moments to nurture loyalty while connecting café experiences to broader IKEA product range storytelling.
IN-STORE ACTIVATION
Positioned the café as a customer meeting point through events, partnerships, and experiential activations designed to lower barriers to entry and drive first-time visitation.
COMMUNITY & LOYALTY
Built repeat visits through loyalty integration and community engagement.
