A few years ago, stowaways in Ikea showrooms were becoming a massive problem for the Swedish furniture giant. The YouTube video “Two Idiots at Night in Ikea” had gone viral, sparking the “24-Hour Challenge” trend, in which brazen teens would hide in showrooms, hoping to stay overnight . Ikea sternly warned pranksters that their game constituted trespassing, that they’d be prosecuted if caught and that—really—any fun from illicit camping was “overrated.
The chain already works hard to provide what advertisers call an “experiential shopping experience,” assembling attractive, cozy rooms to lure customers away from their computers and into brick-and-mortar stores. Other retailers like Sears had tried and failed at this task, while the survivors fought for slices of key sectors like the mattress business—more competitive than ever with newly popular bed-in-a-box mattresses like Casper and Endy.
What they have in common, besides yellow wristbands, is an overnight-in-a-store fantasy based loosely on an old movie they can’t quite remember—Kim Cattrall in Mannequin, Jennifer Connelly in Career Opportunities and Natalie Portman giving birth in a Walmart were all cited as “just like” the event.
Law Law Latest News, Law Law Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Source: macleans - 🏆 19. / 71 Read more »