URGENT UPDATE: IKEA is set to officially open its first store in New Zealand on December 4, 2025, marking a significant expansion for the iconic Swedish retailer. As part of this launch, IKEA has partnered with Mindshare and TVNZ to kick off the exciting ‘Swede As Road Trip,’ a nationwide initiative designed to engage Kiwi communities.
This road trip is not just a promotional event; it aims to introduce IKEA’s mission of creating a better everyday life at home through smart, sustainable, and affordable solutions. Hosts Hilary Barry and Jeremy Wells will travel across New Zealand, setting up pop-up IKEA-inspired ‘sets’ in renowned locations including Dunedin, Queenstown, and Lake Tekapo. Their broadcasts will showcase innovative home ideas that resonate with local culture and needs.
The first episode aired last week, culminating in an exciting moment where one lucky viewer won a $10,000 IKEA shopping spree during the ‘IKEA Door Knock’ segment. This interactive approach not only brings IKEA into the homes of Kiwis but also creates a sense of community around the brand’s arrival.
Emily Scovell, chief strategy officer at WPP Media New Zealand, emphasized the importance of this launch, stating, “By leveraging the deep trust of a platform like Seven Sharp, we are building a dynamic, nationwide stage that capitalizes on the news value of IKEA’s arrival.” This strategic communication ensures that IKEA is positioned as a brand that truly resonates with Kiwi values.
Peter Moore, head of integrated media at IKEA Australia & New Zealand, expressed enthusiasm about the launch, stating, “Bringing IKEA to New Zealand is a dream come true, and our launch needed to embrace the unique spirit of this incredible country.” The ‘Swede As Road Trip’ symbolizes IKEA’s commitment to becoming a beloved part of Kiwi culture, enhancing functional homes across the nation.
Lance Hipkins, commercial partnerships director at TVNZ, echoed this sentiment, highlighting the collaboration as a powerful connection between great brands and local voices. “Accessing our wider TVNZ whānau, with their genuine Kiwi spirit, are the perfect guides to introduce IKEA to the nation,” he said.
As the countdown to the opening continues, New Zealanders can look forward to not only the new physical store in Auckland but also a broader marketing campaign that spans various media channels. This includes audio-visual, out-of-home advertising, social media, and search platforms, all aimed at ensuring IKEA’s arrival is felt as a cultural moment across the country.
With the excitement building around IKEA’s New Zealand debut, the ‘Swede As Road Trip’ serves as a vibrant celebration of this milestone and a unique opportunity for Kiwis to engage with the brand in ways that feel relevant and personal. Stay tuned for more updates as this story develops and the road trip unfolds!
