Top five experiential stories of the week

Ikea, Celebrity Cruises and Maxinutrition feature in our round-up of the most read stories over the past seven days.

Ikea is looking to capitalise on consumers' love of collecting things with its first exhibition
Ikea is looking to capitalise on consumers' love of collecting things with its first exhibition

Ikea promotes the ‘joy of storage’

Swedish furniture retailer Ikea is to host its first-ever gallery exhibition in London, called The Collection. Open from 21-23 January, it will look to celebrate the ‘joy of storage’ - a concept the brand is renowned for. 

The exhibition will showcase different ways of storing collectors items, including retro fashion, Lego magazines and Spice Girls memorabilia, to show that people shouldn’t only hang on to items that are functional, but also things that are joyful.

Celebrity Cruises' Blue Monday experience

Celebrity Cruises will be bringing its Lawn Club to commuters at London's Waterloo station

Commuters at London’s Waterloo station station will be treated to Celebrity Cruises’ Lawn Club experience on the most depressing day of the year (18 January). Its Blue Monday activity will aim to give people a taste of the cruise experience, with the chance to win a VIP chauffeur-driven ride journey home, complete with a luxury food and wine hamper also on offer.

Shift that spare tyre with Kwik Fit

Three Kwit Fit staff members are fronting the campaign (Jim Marks)

It’s probably no surprise that a few exercise-related experiential campaigns have popped up in January. Perhaps one of the most unlikely has been from Kwik Fit, which has taken a step out of its car servicing comfort zone, encouraging people to ditch their spare tyres by taking part in one of its free exercise classes.

Set to run throughout Sundays in January, there is even the potential for the classes to be rolled out throughout the year if successful.

Maxinutrition’s urban gym

Amir Khan features in the new campaign

Fitness protein brand Maxinutrition is also encouraging people to get fit, and has announced plans to launch an urban gym on the streets of London. The Street Gym event is set to take place early this year, and is designed to support the brand’s new campaign, coined It’s Not For Everyone.

Unicef’s NYE Syria stunt

Images of children’s charity Unicef’s New Year’s Eve stunt was also among the most popular stories this week. It used ‘blue’ projection mapping and fireworks in London and Edinburgh to highlight the plight of young children caught up in the Syrian crisis this winter. Key landmarks including The Shard and Edinburgh Castle were lit up blue, and they displayed the Unicef logo.

Comment below to let us know what you think.

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