IKEA again chooses Kapero to ensure effective events
IKEA again chooses Kapero to ensure effective events2020-03-20
A year of global events
The event team at Ikea creates a number of global events during the year. One of the most famous is Democratic Design Days, which attracts journalists from all over the world to Älmhult. Visitors are given a glimpse behind the scenes at IKEA’s product development, creative collaborations and new products. Every year, IKEA also launches its new business plan and all new products internally with an event called “Businessplan Focus Weeks.” Several thousand employees from all over the world will then come to Älmhult for a few weeks and all of Småland’s hotel rooms will be booked. During the weeks, stage productions, workshops and global live broadcasts coexist with digital events in apps, and guided screenings and presentations in future environments and product exhibitions. This is a hybrid event in the true sense of the word. It then turns into a permanent product exhibition that fills what was once IKEA’s first department store, an exhibition that during the year attracts over 30,000 visitors.
Large events, complex processes
For events of this magnitude, involving several hundred people, processes become complex and require a broad range of skills and lots of resources. Maybe it’s possible to streamline the work, or approach it in some other way. This is the view of Alexandra, who chose Kapero to develop and simplify the processes for events.
“When redefining these types of complex processes, it is vital to involve both the team that will lead the event and those who will be involved in it who are responsible for business and product knowledge,” says Robert Ryberg på Kapero. “Then you can create a process that works for everyone.”
Working with the event team and product managers, Kapero developed a general process designed for all types of events, both in-person and digital/hybrid events, both large and small.
Successes started with the IKEA catalog
“I have worked with Kapero several times in the last 10 years, including on some of IKEA’s most complex communication projects – including responsibility for producing the IKEA catalog. I can say, without a doubt, that the measurable successes we’ve achieved is more than I could have dream. What’s more, I’ve met people at Kapero who have been invaluable as speaking partners, sounding boards for ideas, and mentors.”
For events of this magnitude, where several hundred people are involved in the production, the processes become complex and a large breadth of skills and a lot of resources is needed. Is such work possible to streamline or conduct in any other way? That is the opinion of Alexandra, who chose Kapero to develop and simplify the processes for the event projects. “When redefining this type of complex process, it is crucial to involve both the team that will lead the event production and those who are involved in the event and are responsible for business and product knowledge. Then you can create a common process that works for both parties. ” says Robert Ryberg at Kapero. Together with the event team and product managers, Kapero developed a general process that is designed to be used for all types of events, both physical and digital and hybrid events, large and small. The successes started with the Ikea catalog “I have several times during the last ten years worked with Kapero in some of the Ikea world’s most complex communication projects, including when I was responsible for the production of the IKEA catalog. I can say without a doubt that the measurable successes we have achieved thanks to our work are more and more than I could ever dream of. In addition, Kapero has been invaluable as speaking partners, bouncing boards and mentors. ”
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