All European countries, in one way or another, are strongly tied to their local traditions and cultural characterisation. Globalisation, in fact, has been perceived somewhere as a negative influx able to flatten the differences among places and people, but with the better seen concept of glocalisation seems to be possible to maintain all the positive aspects related to “being global” without risking losing the understanding of local cultural roots.
As a hymn to the glocal thinking and to celebrate their 10 years in the Romanian market, IKEA have created an ambient marketing campaign focused on showing how it’s possible to integrate different cultures, styles and traditions respecting all of them at the same time and looking to a shared future. To achieve that objective, IKEA have partnered up with the National Village Museum “Dimitrie Gusti” organising the exhibition “Traditions into the future”.
IKEA have been able to provide a fantastic brand experience to the visitors of the National Village Museum equipping the traditional Romanian houses in an eclectic – but able to reflect that glocal approach – way. Traditional Romanian buildings of different shapes and periods have become splendid sets for demonstrating how it’s possible to create the “home feeling” using furniture and complements that mix and match the Romanian tradition with the typical Scandinavian style of the brand.
Thanks to the geometric minimalism, the “close to nature” approach and the focus on “simplicity, responsibility and caring” in order to create “a better everyday life”, IKEA seem ready to mix and blend with every culture. I don’t know if that would be possible, but it seems to be a clear and inspiring message, don’t you think?
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