Opening Stores in Untraditional Spaces
Why limit domination to land? IKEA has taken to rivers and canals with floating gondola stores. Ok, ok, these are not official stores. Instead, the party boats on London's Regent's Canal gave attendees of this year's London Design Festival a cool place to chill. So, in essence, the floating shops aren't too different from the gorilla ad campaigns, but if they hint at future expansion we're more afraid for the competition.