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IKEA HITS THE ROAD TO HELP HOMEOWNERS TACKLE HOME DESIGN CHALLENGES WITH “IKEA HOME TOUR”
04/02/2014 9:00 AM
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[National]  Home Tour Squad Travels Across the Country to Transform Living Spaces
CONSHOHOCKEN, PA (April 2, 2014) – IKEA, the Life Improvement Store, announced today the launch of the “IKEA Home Tour,” a grassroots effort to help Americans tackle common home furnishing and design challenges and to illustrate genuine solutions that make everyday life at home better. A team of experts from IKEA will travel from city to city to partner with people who need help with home projects big and small. The makeovers will be documented and shared, along with additional design tips, to provide inspiration for homeowners across the country to take steps to make their dream home a reality.

To bring this program to life, IKEA recruited coworkers from within the company to assemble a group of five passionate and talented home furnishing and design experts who will leave their regular jobs at IKEA stores around the country for one year to hit the road and serve as the IKEA “Home Tour Squad” At each stop, the Squad will undertake two makeovers, starting by evaluating a current challenge in the home, developing a plan, and then working together with the homeowners to implement smart solutions using IKEA product offerings.

The Home Tour Squad will document their whole journey by filming, producing, and sharing their stories via the IKEA Home Tour YouTube Channel, www.IKEA-USA.com/hometour . Content will include before & after home transformations, video shorts featuring design tips, and behind-the-scenes interviews. The Squad will also be sharing live updates from the tour via Twitter (@DesignbyIKEA) and Instagram (@IKEAUSA) with the hashtag #IKEAHomeTour.

“We believe that people can do simple things that make a big difference to make life at home better,” said Julie Foor, IKEA Home Tour project manager. “With the tour, we’re tackling home challenges that are universal, so there are smart ideas and inspirational tips from the makeovers that can be helpful for anyone.”

The IKEA Home Tour Squad will visit Atlanta*, Charlotte, Washington D.C./Baltimore, Philadelphia and New York City, with additional markets to be announced. Homeowners in tour markets can apply for a chance to receive a makeover by submitting a video at www.IKEA-USA.com/hometour about their home and how IKEA can help improve their life at home:
  • Charlotte (Submission period 4/2 – 4/21)
  • D.C./Baltimore (Submission period 4/2 – 4/29)
  • Philadelphia (Submission period 5/5 – 6/8)
  • New York (Submission period 6/2 – 6/25)
Consumers can also meet the IKEA Home Tour Squad in person and get personalized design advice at local events in each tour city. For event details, visit www.IKEA-USA.com/hometour .

*Makeovers for the first market, Atlanta, have already been chosen from submissions among IKEA FAMILY members (IKEA loyalty program).

ABOUT IKEA
IKEA strives to be ‘The Life Improvement Store,’ and since its 1943 IKEA strives to be ‘The Life Improvement Store,’ and since its 1943 founding in Sweden, has offered home furnishings of good design and function, at low prices so the majority of people can afford them. There are currently more than 350 IKEA stores in 44 countries, including 38 in the U.S. IKEA, the world’s leading home furnishings company, incorporates sustainable efforts into day-to-day business and supports initiatives that benefit children and the environment.

Media Contact: Amy Jackson
646-935-4136
Amy.Jackson@ketchum.com