The Lounges: Dell v. Ikea


You’re sure to spot the Dell Lounge, a small space filled with couches and flat screen TVs and plenty of electrical outlets for, of course, your Dell (I wonder if Apple users are outcasts in the Dell Lounge?). I wasn’t very keen on the Dell Lounge – with its official looking entrance, I felt like I needed a special RSVP to enter.

Down the way a bit more, you’ll find the Ikea couch crash zone, a space dedicated to Ikea couches, chairs, coffee tables, lamps and rugs. Ikea has a much better strategy – keep the area open and inviting. That’s definitely why many more people used this area as their place of rest. This Ikea furniture installation is identical to ones from their past advertising, but Ikea is known for furniture that’s accessible to the masses- so why not put it where they can reach it? And while you’re lounging, feel free to pick up one of their catalogs on their coffee tables. Ikea accomplished two tasks – experience the furniture and know where to order it. Good stuff.


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SXSW is an Austin event. And Door Number 3 is an Austin advertising agency. We're interested in how new ideas in advertising, media and branding will be presented during these 9 quick days. From inside the lecture halls where top specialists present their thoughts, to out on the streets where advertising is put to the test on tens of thousands of festival-goers. We'll be there with the complete coverage, reports, photos, editorials, and perhaps some tricks on how to sneak into a few sweet afterparties.

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