Cuisine,which guests are invited, are decisions from the new catalogue. At the moment the school opened in Moscow at the address “Zhitnaya, 4” every day from 11:00 to 23:00. Edition Sostav.ru reports that in the afternoon at the site will be fika (a Swedish tradition to stop for coffee), during which guests can drink tea or coffee in the rest area.
On weekends, the company will hold master classes on cooking dinner with the kids and other activities related to food. Also in the school there is a guest chef who will be able to share professional advice. The brand plans to open “westcare” in St. Petersburg.
According to the head of marketing of a network of IKEA in Russia Anna benon, the campaign aims to change perceptions of people about what cooking is a routine exercise. We presented a lot of ideas and design solutions in the new IKEA catalog, on the website, in our stores, as well as area – in “westcare”. Here you will be able to spend the time to cook your favourite meals with the whole family.
This project is part of the campaign “New ideas”, in which the furniture manufacturer fights stereotypes about cooking. For example, the brand launched a contest in which participants need to refute any misconceptions regarding food.