Let’s face it: organizing a wedding has become a second job, as well as a potential drain on the bank account. Between the choice of location, catering and performance stress, the “best day of your life” risks turning into a logistical nightmare. But what if we told you that the solution to all this stress lies between a Klippan sofa and a Billy bookcase? The Swedish furniture giant has decided to break down the last taboo, offering couples a decidedly unconventional alternative: getting married directly in an Ikea store.
For now the initiative is exclusive to Sweden, the homeland of the brand, which will open the doors of five selected stores in Malmö, Linköping, Jönköping, Uddevalla and Karlstad on Saturday 27 August.
Philosophy of life (and wallet)
Ikea will do things big, but with the typical Nordic philosophy: Very limited places, each store will host a maximum of three ceremonies, for a total of just 15 lucky couples across the country. The “All inclusive” package includes the official civil ceremony, a summer menu in perfect Ikea style for the post-ceremony and even a special gift for the bride and groom.
The initiative has already attracted the attention of the international media: there are those who consider it a marketing gimmick perfectly in line with the spirit of the brand and those who read it as an attempt to rethink the wedding in a simpler and more everyday way. In an era in which organizing a wedding can turn into a major expense, Ikea is thus trying to reinvent the very concept of a ceremony: less luxury, less stress and more practicality. Just like the furniture that made it famous all over the world.