IKEA has launched its new Brighton store with a cheeky campaign that celebrates the city’s infamous seagulls. Ahead of the opening at Churchill Square, the brand unveiled a “chip theft insurance kiosk” offering free chips to locals as playful restitution for years of stolen seaside snacks. The campaign also featured posters splattered with faux bird droppings, turning Brighton’s feathered chaos into a visual tribute. Market manager Karina Gilpin said the stunt reflects IKEA’s embrace of local character. The store officially opened on August 14, 2025, complete with a Swedish deli and sea-view dining experience.
by rrollins
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