IKEA may be famous for their meatballs, but they’ve been working on a food point of view that goes beyond what they serve to hungry shoppers (and bickering families) in store.
The new IKEA Dining Club is a part-café-part-showroom-part-classroom concept, open for two weeks from the 10th September in Shoreditch. Its battle cry is “to celebrate the joy of cooking together,” no matter your confidence or competence in the kitchen.
By now we’re used to the idea that ‘one day’ our fridges might be so clever they’ll stock themselves, communicating directly with supermarkets behind the scenes so we never have to make a run for Tesco Express in our pyjama bottoms again.
We became aware of BMW Next100 whilst waiting for a train to a client meeting at Waterloo station. The now de-rigueur virtual reality experience was framed with a shiny futuristic podium and staff eager to get an Oculus headset over our ears. We didn’t have time to get involved, as our train was due to leave, but we walked away with a make-at-home cardboard VR box and a leaflet. If we had had time, we could have been whisked back home to Camden roundhouse in a brand new BMW i3 to visit the exhibition.