 |
|
|
|||||
This summer, IKEA is transforming a section of Paris's Seine riverbank into an open-air reading room. Installed just steps away from the National Library of France, the Billyothque a nod to the brand's iconic shelving system will offer passersby a chance to read, borrow and donate books. For those unsure of which title to pick, advisors will be on hand to provide recommendations. Created in partnership with publishing house Le Livre de Poche, the pop-up library will run from July 22nd to 27th at the Port de la Gare in the 13th arrondissement. After the activation, remaining books will be collected and redistributed by Bibliothques Sans Frontires, extending the initiative's impact beyond its temporary home.TREND BITEThe Billyothque taps into a resurgence of analog experiences. As city dwellers seek meaningful shared moments, brands are finding creative ways to facilitate connection through physical touchpoints that promote slowness and serendipity. By transforming a public space into a cultural commons, IKEA positions itself not as a mere retailer but as an enabler of accessible experiences. It's meeting people where they are outdoors, potentially unhurried and offline.
Category:
Marketing and Advertising
Most North American marketers say AI-powered tools could significantly accelerate their firm's marketing growth, according to recent research. Read the full article at MarketingProfs
Category:
Marketing and Advertising
Generative AI enables scalable personalization, but its success hinges on clean data and consistent data taxonomy. Explore how data standards drive results with genAI. Read more. Read the full article at MarketingProfs
Category:
Marketing and Advertising
All news |
||||||||||||||||||
|
||||||||||||||||||