IKEA opens floating market in London to display its newest collection

When space on solid land falls short, human-kind begins to use the water surface to its advantage. Furniture retail giant IKEA has just taken to the waves, introducing floating markets in Regent’s Canal in North London that will have on sale the store’s latest seasonal collection. Offering free rides through the canal with a peak at IKEA’s latest in store, the move is a one-of-a-kind promotional effort that’s bound to grab a load of attention. Turning the Regent’s Canal into a full-fledged floating light market with lots of lights, sounds and an unmatched experience, IKEA seems to have struck gold with this innovative idea, inspired by the floating markets in Asia.