Herald Entertainment’s Jenni Mortimer reveals hidden IKEA snacks and Sydney Sweeney's box office fail. Video / Herald NOW
The weekend before Ikea officially opens the blue and yellow doors of its first New Zealand on December 4, the Swedish home-furnishing brand will throw three secret “housewarming” parties in Auckland.
Over three consecutive nights, across the weekend of November 28–30, the retailer will hold themed parties in secret Aucklandlocations.
Each event has been designed to celebrate different aspects of Kiwi life, “from backyard gatherings to late-night garage jams and sunny mornings by the sea”.
Ikea's launch parties will be house-, garage- and beach-themed. Photo / Supplied
“Ikea is moving in, and as part of our desire to be a good neighbour, we wanted to host a series of housewarming parties,” Patricia Routledge, head of communications for Ikea in Australia and New Zealand, said.
“These parties celebrate some of the unique elements of New Zealand’s life at home – including carpeted garages and beloved backyard barbecues. The parties are not about our store experience. They’re about connection, music, kai, and the things that make a house feel like a home.”
On Friday, November 28, the series begins with what they say will be “a good old-fashioned house party” that takes over a villa in the central city with “a wall-shaking, floor-rumbling, bass-powered line-up of international and local DJs”.
The following night, on Saturday, November 29, Ikea will host an R&B-focused garage party. The retailer said “unlike the rest of the world, for New Zealanders, the garage is far more than just a space – it’s a unique hub of carpeted creativity. Ikea wants to celebrate the humble garage, evoking nostalgic memories of family barbecues, singing Slice of Heaven at birthday parties, almost-finished DIY projects, and lockdown gyms”.
The parties are being organised by London company Lab54, which earlier this year helped Ikea hold a rave in a central London library. Photo / Supplied
The weekend of celebrations will wrap up on Sunday, November 30, when the final gathering moves outdoors.
To close the weekend, Ikea is promising a beach party that is the “ultimate, laid-back, beachside vibe with good tunes, good mates, and great kai. It’s set to be a feel-good finale with a line-up of top indie and surf rock musicians and DJs from Aotearoa and Australia”.
The Kiwi housewarmings are similar to a series of the pop-ups Ikea put on in London earlier this year to celebrate the opening of its store on Oxford St.
The New Zealand parties will be organised by the same event company, UK-based Lab54, which specialises in transforming unexpected locations – including kitchens, skateparks and castles – into music-led parties.
In May, the company hosted a rave at Charing Cross Library in London’s Soho on behalf of Ikea.
“We’ve long wanted to bring this spirit to Aotearoa and celebrate with Kiwis – call it our take on No 8 wire,” said Jessica Suo, head of content for Lab54.
The events will be free to attend for people over 18 who are signed up to the retailer’s loyalty club, Ikea Family. Interested parties can sign up for ticket notifications through Lab54.
