By the Book

Idea

Ikea has teamed up with the Man Booker Prize to create a ‘reading room’ – stocked with the 13 books that made the famous competitions longlist. The public will be able to drop in, chill out with a book, and then take one home should they wish.

As far as IW can tell, the key difference between this and what might commonly be known as a ‘Library’ is the fact not-returning the books on offer is kind of the whole point. And the décor here is far cooler, of course.

What We Like

The easy way in which IKEA has managed to share in the prestige of the Man Booker prize through this activation. It’s a solid reminder of the power of a great PR partnership.