Room 121, "Sleep Seasons"

In most hotels, the rooms have the same standard look. They have similar carpeting, furniture, and pictures on the walls. In Copenhagen’s Hotel Fox, however, each room is a unique art exhibit.  

Twenty-one artists designed the hotel’s 61 rooms. Room 504, called “Boxing,” features decorative boxing gloves and trophy case. Room 121, “Sleep Seasons,” has a makeshift tent pitched over the bed and a forest mural adorning the walls.

When guests arrive, they choose which room they want to stay in based on their personality and mood. The result is a fun and individualized experience.

The hotel’s unusual theming was created as a publicity stunt by Volkswagen. In 2005, Volkswagen was in Copenhagen unveiling its new Fox model. The auto maker knew industry journalists would be visiting to cover the unveiling, so VW took over the existing Park Hotel, brought in the artists to redesign, and renamed the hotel after the Fox.

The redesign was so successful in attracting attention that after Volkswagen’s stunt was over, the hotel’s owners kept the theming and name change.

Nearly 20% of shoppers in Denmark ride bicycles to the store. Carrying home larger purchases, then, can be a problem. IKEA came up with a way to make things easier on customers.

Teaming up with bicycle manufacturer, Velorbis, IKEA offers customers temporary use of free trailer bikes and carts. For a small refundable deposit, customers can haul goods home in an environmentally-friendly way.

Besides helping customers manage purchases, IKEA’s logo-rich bike trailers also function as moving billboards.

By understanding its customer and the pitfalls of its shopping experience, IKEA has been able to make lemonade from lemons. Rather than lose sales, the furniture giant has found a way to better serve its customers and itself.