Pimp my Ikea
If like me, you had to start your pad/flat/apartment/house (delete as appropriate) from scratch, then you are more than likely to have at least 5 pieces of IKEA’s finest flat pack proudly displayed. I say proudly because there are no other options – it isn’t like with other items where your guests can ask ‘where did you get that, it’s lovely’ oh no, when you have IKEA gear, everyone knows it… and in most cases, everyone owns it as well! While I love IKEA and don’t get me wrong, if it hadn’t existed, my flat would probably be a little more minimalist than is socially acceptable (although sitting on the floor and eating straight from the oven door does present an interesting conversation starter).
My major problem with IKEA is the fact that it is so ubiquitous. No longer. Thanks to the very creative folks at BEMZ (which is an anagram of the first letters of the names of the creators children… natch!), you can order customized covers and extras to turn your mass-produced mainstay into a fashion must-have. As the owner of a Kramfors 3 seater sofa, I was surprised with the list of materials and patterns I could buy to brighten up my living room. Whether you want to go for the eye-catching Marimekko cotton designs which could be easily seen on the shop floor at Selfridges, or simply turning your favourite colour into a statement piece, the site offers a number of possibilities and all very reasonably priced.
In PR, we’re often told to do something that has never been done before. It has always been my personal goal to convince clients and account teams that it doesn’t have to be brand new but simply a new take on a classic. What BEMZ has done is taken something which already has a huge fan-base and offered added value. For me, while IKEA and BEMZ will both benefit, it is the consumer who is the real winner
