A trip down memory lane: the RËTRO RÖÖMS experience
To bring the collection to life, IKEA teamed up with design-forward hotel YUST to create the RËTRO RÖÖMS: four vibrant, 70s-inspired spaces. Designed by IKEA Belgium interior designer Hilde Cludts, the rooms featured distinct looks inspired by old IKEA catalogs, blending funky wallpaper, Nytillverkad products, and nostalgic accessories. “We wanted these spaces to be an ode to the ‘70s,” Cludts shared. More than a showroom, the RËTRO RÖÖMS were an immersive experience where visitors could explore, interact, and discover the stories behind the designs through QR codes.
Vintage Design, Cutting-Edge Communication
To maximize impact, IKEA and YUST implemented a multi-channel strategy that combined PR, influencer marketing, events, and owned IKEA & YUST channels. The campaign kicked off with two launch events, where press, creatives, and IKEA ambassadors were invited to experience the rooms firsthand. Over the course of the campaign, 64 sleepovers were hosted, allowing influencers and journalists to fully immerse themselves in the 70s vibe.
During the campaign, IKEA employees and consumers had the chance to win a sleepover, and the RËTRO RÖÖMS were also open to the public. Anyone could stay the night, and after the campaign, Yust decided to keep the four rooms in the same style. So you can still discover the RËTRO RÖÖMS! IKEA and YUST’s social media channels, newsletters, and websites were fully integrated into the campaign, ensuring that the RËTRO RÖÖMS reached a wide audience both online and offline.
oona services for IKEA & YUST
Concept & Strategy: Developed creative vision in collaboration with IKEA
Coordination & event planning: Organized 2 launch events and coordinated 64 sleepovers at YUST.
PR & media relations: Press releases and pitches resulting in coverage in top-tier press and AV media (L’Officiel, Marie Claire, Weekend Knack/Le Vif, La Meuse/SudInfo, Sabato…).
Influencer & ambassador programs: 16 influencer collaborations highlighting their experience and the story behind the collection.
Social media integration: Digital and social media campaigns across IKEA & YUST channels to boost engagement.
IKEA employee and consumer activation: Managed a contest to drive participation and excitement.
Conclusion: a design legacy reimagined
The collaboration between IKEA and YUST went beyond a marketing campaign. It was a celebration of design history and a testament to IKEA’s enduring legacy. By transporting people back to the 70s and immersing them in the Nytillverkad collection, IKEA and YUST created an experience that resonated deeply with design lovers, IKEA aficionados, and the general public. The RËTRO RÖÖMS not only brought the past to life but also inspired a new generation to embrace the timeless appeal of IKEA’s design philosophy.
