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Ikea launches global 24-hour virtual festival

Home furniture giant Ikea is set to roll out its first virtual festival, hosting performances and experiences across the world. 

The event, starting on September 16, will see the participation of artists, designers, DJ’s, chefs and other talents, who will turn their homes into stages for performance. Ikea Festival will take place in more than 100 homes across more than 50 countries, and is open to everyone.

“This is a new kind of experience Ikea wants to offer, celebrating, connecting and engaging around life at home,” said Erika Intiso, MD of Ikea marketing and communication AB. “We want to spark a conversation on the more sustainable and affordable life at the home of tomorrow. And just as with any festival, you can expect a few surprises.”

The event will be held on Ikea’s website and in its stores in different room settings, such as Home Concerts, Home Cooking, DJ Relay, Home Makeovers, Ikea Museum, Ikea News and Kitchen Talks.

“Life at home has taken on a whole new meaning for every one of us over the past year,” said Olivia Ross Wilson, communications director at Ingka Group (IKEA Retail). “By being virtually connected, we can open the door to many more lives around the world – exploring how we all live, celebrating individuality and creativity.

“Our first Ikea Festival will be our biggest global home tour yet and will bring people together around life at home in a new way, both online and in our stores, and will be the beginning of a longer-term movement of real homes and real lives.”

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