For the second year running, IKEA is celebrating its IKEA Festival , an international event to celebrate creativity over nine days in nine different cities. This year, they will also be addressing themes such as gaming, music and mental health.
It started in Texas on August 26 and will go through cities such as Vienna, Shanghai, New York, saudi arabia number data Sydney, Stockholm and Tokyo . Finally, it will arrive in Madrid on September 9 from 4 to 8 with a great free streaming event aimed at the new generations that will be broadcast from the IKEA website and the Twitch platform . This event will end in Paris the following day.
What's happening in Madrid? The IKEA Festival will take place in IKEA stores, where influencers will host challenges, workshops, gymkhanas and many more free activities.
partnered with content creators to show the diversity of their products to young people in a different way.
“We want to be where they are, which is why we will have live shopping sessions, broadcast on Twitch and also run our first global TikTok campaign. We hope to inspire them and boost their creativity at home, both with the content that will be broadcast online and with the numerous activities that will take place in our stores,” she adds.
The stars of the IKEA Festival in Spain
The main topics of the IKEA Festival talks are: gaming, mental health and music , so they feature professionals in these subjects. Yuste , gamer and streamer, together with IKEA interior designer Óscar Fabián Porras , will be in charge of starting the festival with a live broadcast. They will address the keys to transforming the room of a teen who wants to be a gamer.
Psychologist Ana Belén Medialdea and Mayichi (streamer) will also be speaking about the relationship between mental health and the world of gaming , sports and music. The study " Homes with Psychology " carried out by IKEA reveals that young people are the sector with the highest probability of cases of anxiety, depression and suicidal thoughts.
«In this regard, about 42% of young people between 18-24 years old, and about 31% of young people between 25-34 years old, claim to suffer from a probable case of anxiety; about 41% of young people between 18-25 years old, and more than 26% of those between 25-34 years old, claim to suffer from a probable case of depression,» they state in the study. More than 34% of young people surveyed between 18-24 years old, and about 24% between 25-34 years old, had thought about suicide in the last month.
Streamers Mayichi and Nil Ojeda , the only two Spaniards nominated for the About You awards in the Live category, will star in two live shopping experiences about gaming and music,