So far, an unusual product called Huvudroll is only available on the US market.
The popularity of Swedish meatballs, which IKEA has fed the world over the past two decades, has allowed designers to decide on a bold experiment. IKEA thought that meatball-loving shoppers might want to take them with them and smell them at home.
Thus, the idea was born to create Huvudroll scented candles, which smell like freshly cooked Swedish meatballs according to the IKEA signature recipe. The new product is already on the shelves of some furniture stores in the US, next to candles scented with green apples, cinnamon or vanilla. The design of the candle was developed in collaboration with creative agency Ogilvy.
“Remembering IKEA, many customers immediately imagine delicious and inexpensive Swedish meatballs. There is no other furniture brand in the world with such a large number of fans. So we thought it would be great to create something unexpected,” commented project author Sho Matsuzaki.
The product is part of the limited-edition IKEA Store in a Box, which is positioned as a set of products that allow you to recreate the shopping experience at home. What other products are included in the “package”, the company has not yet disclosed, noting that we are talking about the most recognizable elements of the store.
It is known that the “IKEA Store in a Box” will be introduced to the United States market as part of the celebration of the tenth anniversary of the IKEA Family Club loyalty program, which provides various discounts and privileges to regular customers of the network.