Already committed to many great causes, IKEA has not finished surprising us! Remember, the brand had already made beautiful operations in order to reach his clientele to the maximum: as for example about the domestic violence, or even when the sign had chosen to welcome abandoned dogs to protect them from the cold.
And here, again, IKEA had a most entertaining idea. To mark the spirits for the opening of his store Greenwich, the brand really saw things ... big! Indeed, their famous toy SMÅKRYP - a small boat who is (normally) designed to soak in the bathtub - here is available in version full-scale ! But above all, two of these boats, in particular, are working hard to pick up waste of the Thames ! An agency campaign Mother London, as effective as visual ... The ships are able to collect up to 20kg waste, which, unfortunately, is not yet enough to make a big difference to 300 tons of garbagewho are fished out of the Thames each year.
Coinciding with the opening of the Greenwich store (which, according to IKEA, "will be the most durable in the UK"), this large-scale operation is above all a message of sensitization, a growing pollution alert in the English capital. All harvested waste is intended to be processed into sculpture, which will be exhibited in the store. As to (not so small) ships they will be donated to the charity Hubbub, which aims to better educate the population about the pollution of the banks of the Thames.
The premises of Deptford and Greenwich can even be captains, and "Steer" the boats ; all thanks to a remote control who will lead the ship along the Deptford Creek. These small boats will stay on the water until the end of the week! Similarly, in addition to the IKEA partnership with "Creekside Education Trust" in Deptford, locals can also participate in workshops on recycled plastic.
Another brilliant example of a great brand that tackles environmental problems! Especially from IKEA, this is not a big surprise: indeed, in Stockholm, the research laboratory of the Swedish brand has explored everything to find ways alternatives to produce, while respecting the planet. By 2020, the company wants to become "Energy independent". Already today, more than half of their ranges use materials recycled or reusable.
Decidedly ... It's a really encouraging step, and a good example to follow!
Imagined by: IKEA and Mother London