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Relax and enjoy a good book in Ikea's special 'reading rooms'

Retailer is linking with the Man Booker prize to encourage reading

By Alexandra Jardine. Published on Jul 23, 2018

Editor's Pick

Ikea is encouraging people to sit down in one of its stores and read a good book with the creation of "reading rooms" filled with free novels.

In a partnership with the Man Booker literary prize, the chain's store in Wembley, north London created the special rooms, where people can read one of the 13 shortlisted novels in a space furnished with Ikea lamps, Strandmon armchairs, Poang footstools and Billy bookcases. The rooms will be open from Tuesday July 31 to Sunday August 5. Customers can book a slot online, and they can also take the book away with them for free. PR agency Hope & Glory worked on the intiative.

Announcing the project, Ikea cites research that revealed that 21.6 million (33%) of people only have time for a book when on a summer holiday.It also quotes research from the University of Sussex that shows that reading just six minutes a day can be enough to reduce stress levels by more than two-thirds.

Luis Lopez, head of living rooms, Ikea U.K. and Ireland says in a statement, "The Reading Rooms give us a chance to use our retail space to inspire people to think about the importance of relaxation at home. Reading at home is good for your health and the living room is the perfect, tranquil setting to do so, providing a peaceful haven from the outside world."

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Credits

Date
Jul 23, 2018
Client:
Ikea
Agency:
Hope & Glory

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