The Brief
As IKEA prepared to celebrate 25 years in the UK, the brand was looking for a fun event that would bring together all of its stores in the UK and Ireland – as well as engage customers nationwide with the company’s Swedish heritage.
The Solution
Taking its inspiration from the Swedish tradition of the crayfish party – an annual Scandinavian celebration to mark the start of the crayfish season – Guinness World Records inaugurated a record title for the Largest crayfish party across multiple venues. To coincide with Sweden’s seasonal celebrations, IKEA’s 18 stores across the UK and Ireland hosted a simultaneous crayfish party for 4,967 customers adorned with traditional decorations and attire.
The night was a massive success with everyone getting into the Swedish spirit, adoring themselves with the crayfish decorated paper hats and bibs and tucking in to some great Swedish dishes.
