Retailers have been bound by the traditional brick and mortar facilites for so many years to advertise their products. IKEA's recent product introduction has bi-passed the hard – sturdy traditional design with the moveable floating boat. In a small body of water in the middle of Regent's Canal in Islington during London's pre-Design Week, IKEA placed a few open boats loaded with set designs and their new product collections, sold tickets for the venue and off they went.
Colorful displays, gondolas parading around with products, rides for visitors, all in London's Regent's Canal. The gondolas were decorated in IKEA fabrics and pillows, carrying visitors along the canal to visit anchored boats housed in color-themed selections featuring new products from IKEA.
Provoking feelings of the night lights of foreign markets these floating product collections enabled spectators to enjoy cocktails while awaiting rides and lounge in the home decor, just like at home (without the boat).
