IKEA - SUMMMER TOUR 2025

A mobile showroom to rethink the kitchen, closer to consumers

To boost kitchen sales and reach audiences far from its stores, IKEA launched the IKEA SUMMER TOUR 2025: a travelling pop-up store entirely dedicated to kitchen design and layout. It travelled throughout France during the month of August.

A 62 m² mobile showroom designed by Choup’s

At the heart of the display is our 62 m² ShowRoom, fully equipped to immerse visitors in the world of IKEA kitchens. Designed to be both functional and welcoming, it includes:

• 2 IKEA kitchens fully assembled
• 1 sampling corner to discover materials, colours and finishes
• 2 private reception areas for individual appointments
• 1 autonomous design zone, dedicated to customers who wish to start their project with complete freedom
• 1 outdoor waiting area, comfortable and visible
• 1 reception desk, the central point of the visit

Everything has been designed to offer a smooth, high-quality and inspiring experience.

A tour to the closest territories

The structure will travel across France for a month, following an east/south/west route. First stop: Épinal, before moving on to seven other carefully selected cities.
The itinerary has been designed to meet a key objective: to be located more than 65 km from the nearest IKEA store, in order to reach an audience that is less accustomed to visiting retail outlets.

A system designed for two types of visitors

During the tour, IKEA employees welcomed:

1. Customers who have booked an appointment online
   A one-hour session with a dedicated advisor to design or refine their kitchen project.
2. Spontaneous visitors, attracted by the structure
   An opportunity to discover IKEA kitchens, ask questions or imagine their future layout.