DFI Retail Group triumphs at Retail Asia Awards 2024 with IKEA Hong Kong's innovative concepts

The company’s approaches to store design and marketing campaigns earned it recognition in Store Design of the Year (Small) - Hong Kong and Marketing Initiative of the Year - Hong Kong.

DFI Retail Group, the powerhouse behind IKEA in Hong Kong and Taiwan, celebrated a double win at the prestigious Retail Asia Awards 2024. It took home trophies for the Store Design of the Year (Small) - Hong Kong and Marketing Initiative of the Year - Hong Kong categories.

IKEA Hong Kong's "Plan and Order Points" (PaOPs) concept revolutionised the traditional IKEA experience. Recognising the changing consumer landscape in a post-pandemic world, IKEA adapted to preferences for smaller, more accessible locations and a seamless online-to-offline (O2O) shopping experience.

Launched in 2022 and 2023 in Tsim Sha Tsui and Tai Koo, the PaOPs were strategically placed in high-traffic shopping centres, offering a one-stop shop for home furnishing inspiration. These compact stores, roughly 1,500 square metres, contrasted with the traditional expansive IKEA blue box store format, allowing for greater flexibility in reaching customers within local communities.

“After 2 years of the pandemic, a home suddenly became more than a place to rest, but also a place to cook, work, host parties, exercise, read, relax and more. IKEA Hong Kong believed that it was time to reimagine its iconic blue box store format,” the company stated.

The PaOPs showcased model rooms, catering to local living habits. The Tai Koo PaOP, for example, drew inspiration from the popular TaiKoo Shing housing estate, offering practical solutions for residents' typical apartment layouts. Customers could browse at their own pace, get expert advice on the spot, and order items for delivery, minimising physical contact.

The much smaller space ensured that rooms could be updated frequently, thus bringing new inspirations to customers over time.

On the other hand, IKEA Hong Kong's "Limited Space, Unlimited Possibilities" campaign tackled a common pain point for Hong Kong residents – limited living space. This innovative pop-up, held in October 2023 at the trendy K11 Art Mall, aimed to spark creativity and inspire customers to create their dream homes, regardless of size.

The campaign transformed the mall's atrium into four vibrant, themed compact rooms showcasing a variety of IKEA products. “Not only was this format new to Hong Kong consumers, but the designs of the rooms were also novel, demonstrating that anyone could in fact create, display and organise their unique space by mixing and matching IKEA products,” the company stated.

The initiative offered a journey through the concept, starting with a teaser display that piqued customer interest, followed by four beautifully designed rooms mirroring an IKEA store layout.  A final zone with games and themed beverages kept visitors engaged, whilst a collaboration with popular musician Gareth T. further amplified the campaign's reach and brand identity, as well as the individuality of each room.

The success of both the PaOPs and the "Limited Space, Unlimited Possibilities" campaign is evident in the impressive results. The PaOPs attracted over 270,000 visitors in less than a month at the Tsim Sha Tsui location. The two IKEA PaOPs located at a destination shopping mall also boast a high percentage of repeat visits, with 55% of the visitors coming to Tai Koo store again in less than a month.

Meanwhile, the "Limited Space, Unlimited Possibilities" pop-up garnered over 15,000 participants over two weeks and a significant social media reach of over 430,000. Brand identity was also boosted, with 85% of visitors agreeing that IKEA is an expert in home organising and 86% agree that IKEA enables organising homes with smart solutions.

DFI Retail Group's commitment to innovation through IKEA Hong Kong has not only earned them recognition at the Retail Asia Awards but also positioned them as a leader in understanding and catering to the evolving needs of their customers. By embracing a data-driven approach and focusing on community engagement, IKEA Hong Kong is redefining the retail experience for a new generation.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].