Can’t Get Away? Ikea is Selling ‘Vacations in a Box’ to Transport You in Spirit

The curated boxes contain items inspired by Paris, Turkey, the Maldives and Tokyo

Illustrations of Ikea
Ikea / Memac Ogilvy
Headshot of Sara Spary

It’s only July, but with its multitude of challenges, including a pandemic, 2020 already feels like as though it’s been dragging on for at least a decade. That’s likely left many people gasping for a vacation.

But thanks to Covid-19, summer getaway options are more limited than we’re all used to. Ikea in Dubai has come up with a crafty solution. It’s selling “vacation in a box” kits to transport customers to their favorite destinations.

Each box, designed with the help of agency Memac Ogilvy in Dubai, comes with a selection of curated Ikea products including pillows, tableware, candles and artwork inspired by locations such as Paris, Turkey, the Maldives and Tokyo.

Song and recipe suggestions are also included to help customers recreate the vacation experience in their own homes.

“Right now, many people are unable to put a tick mark on the dream destination they had planned for this year,” said Carla Klumpenaar, general manager of marketing, communications and interior design at Ikea UAE. “With our Vacations in a Box, it’s easy for people to experience a French-style candlelit dinner or sip green tea while kneeling on cushions inspired by Tokyo.”


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@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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