IKEA has just announced the opening of its new Brighton store, and in true IKEA fashion, it’s done it with a campaign that’s bold, cheeky, and impossible to ignore.

The ads, created by Mother London, feature IKEA’s colourful, affordable furniture splattered with a very Brighton-specific problem: bird droppings. From the £80 Poäng chair to the £9 Mammut children’s stool, the executions land a simple point: life happens, and when it does, IKEA is there with affordable, everyday design that doesn’t take itself too seriously.

Why it works

Hyper-local relevance: Anyone who’s spent time in Brighton knows the city’s seagulls aren’t exactly shy. Coming from Brighton myself, I can attest that the problem is real. Leaning into that truth makes the work instantly relatable.

Brand tone nailed: IKEA has always been about “The Wonderful Everyday.” Here, everyday life is messy, but the brand makes it feel lighthearted and charming.

Product as hero: Despite the cheeky twist, the furniture remains front and centre. Its clean design, clear prices and bold colour blocking make it unmistakably IKEA.

IKEA also opened a pop-up “chip theft insurance kiosk” on Brighton Beach, handing out free chips to locals in solidarity with all the meals disrupted by the city’s notorious winged troublemakers. It’s a playful extension that roots the campaign even deeper in local life.

The bigger picture

Store openings can be dull, but this is anything but. IKEA Brighton’s launch work shows how a retailer can localise its global brand promise with wit and cultural relevance. Just as the Oxford Street launch became iconic in its own right, IKEA proves again that when it comes to openings, it’s not about cutting ribbons, it’s about cutting through.

A classic example of how to turn a functional retail message into an idea worth talking about.