SWEDEN
The ultimate sleep tour, in the hometown of IKEA
hen IKEA asks you to join the Press Trip to Älmhult – part of the ‘’Wake up! It’s time to sleep’’ campaign – the answer can’t be anything but ‘’yes’’. Because you know it will be an experience like no other… and it was. In fact, it exceeded every expectation.
Whether you're a die-hard IKEA lover or not, it's just fascinating to see how everything works behind the scenes
First thing’s first, IKEA is putting sleep on the spotlight with its new campaign, promoting all the things that make a difference in our sleep. This trip was named ‘’Sleep Tour’’ and for that, we needed to get to Älmhult, the hometown of IKEA in Sweden. Did you know? «IKEA» is named after the initials of founder Ingvar Kamprad, Elmtaryd, the farm on which he grew up, and Agunnaryd, the nearby village.
Traveling there wasn’t easy. We took two short flights to get to Copenhagen, and an almost 2-hour train ride to get there.
Älmhult is a small town in southern Sweden, best known as the birthplace of IKEA, located in the province of Småland. The town has a rich history, with its roots in agriculture and industry, but it became internationally famous due to its connection with the founder of IKEA, Ingvar Kamprad, who started the company here in 1943.
We arrived a bit after 19:00 but the sky was already dark, sunset in Sweden comes around 17:00 so it felt like midnight. From that point on, everything was a new, exciting experience, starting from our stay.
Two nights at the IKEA Hotel
Did you know IKEA has a hotel in Älmhult? Officially opened in 1965, the hotel was originally part of a larger complex called the IKEA Älmhult Hotel & Conference Center. The hotel is unique because it is the world’s first and only IKEA-branded hotel, furnished entirely with IKEA products, showcasing their furniture in real-life settings. It basically feels like you’re living in a colorful, comfortable showroom. And it’s open for everyone. On arrival, we had a goody-bag with a set of pyjamas and a pillow, chosen specifically for us based on a form we had to complete before our trip – probably one of the best ergonomic pillows I ever used.
Not just hot dogs
The name “Grillen” translates to “The Grill,” reflecting the restaurant’s focus on grilled dishes, particularly meats, seafood, and seasonal vegetables. It’s right next to the hotel and the menu will surprise you. I had the most delicious schnitzel and patatas bravas with ISKUB Cola, and we had, of course, hot dogs to share. The place itself is modern and colorful, will make you want to capture every corner.
A travel back in time
Right across our hotel was the IKEA Museum in the building where the very first IKEA store opened in 1958. Open for everyone, the museum takes you on a trip back in time, through the various stages of the brand’s design showcasing its evolution, with old products on display and various interactive features. In there you can also find a vintage kitchen stage with the recipe of their famous meatballs, old catalogues as well as Ingvar Kamprad’s office. Truly, it’s a very unique, wonderful experience for the lovers of IKEA and design in general, all presented in colorful rooms.
Also, on your way out don’t skip the shop. They have a nice selection of design books, Kamprad’s story and other coffee table books about Sweden, and some great souvenirs (at reasonable prices).
Dinner in the middle of nowhere
This trip also included a whole new experience, 15-minute away from Älmhult: dining in the middle of nowhere, in a building once used as a barn – now a rural setting for meetings, weddings and parties named Goaroije. Fun fact, «goaroije» is an old Småland expression, used when someone is having a good time. As they write on their website, when you came to someone’s house and it was neat, clean, tidy and there was food on the table, then they had it Goaroije. We had a set menu and, to be honest, I had the most delicious steak and crème brûlée.
Have a break, have fika (or a semla)
Traveling for work doesn’t mean we didn’t get to meet Swedish treats and traditions. For starters, we were introduced to the concept of ”fika”, which is what Swedes call a coffee break but it’s more than that. Fika in Sweden is when you sit with your family, friends or colleagues and enjoy a coffee or tea, often with something sweet on the side. We had carrot cake and a surprisingly delicious vegan chocolate cake with coconut.
Semla, on the other hand, is as sweet as it gets. A semla (singular) is a wheat flour bun, flavoured with cardamom and filled with almond paste and whipped cream, then dusted with icing sugar. Don’t skip this, trust me it’s worth it.
IKEA: Behind the scenes
Probably the most exciting part was going behind the scenes. On our first day we were presented with the six essentials of sleep – air, decluttering, light, temperature, comfort and sound – all in their individual stages in IKEA of Sweden, the building where the designing and developing of products takes place. From stylish air purifiers to mattresses and pillows designed to help you sleep better, the whole presentation makes you see sleep in a different light and appreciate a good night’s sleep more.
Then we visited the Test Lab to see just how new mattresses and memory foams are tested, how they test out their resistance and prevention of sweat, how robots work (in cages, and it felt like an exciting, futuristic zoo). You can see these at the videos below.
On our second day we had the chance to walk around the studio (at IKEA Marketing & Communication, or IMC), where all the settings for the photoshoots and commercials are shot. The place is enormous, divided in various soundstages to reflect different rooms of a typical house and how they make certain alterations to fit different cultures. Unfortunately, no pictures or videos were allowed, so you’ll have to take my word for it.
You know, whether you’re a die-hard IKEA lover or not, it’s just fascinating to see how everything work behind the scenes, especially in a brand as big as this. This thought was constantly on my mind, which made me even more thankful to be able to see all these in person.
That was such a different trip and one that will stay with me forever. Even though we mostly stayed in the neighborhood of IKEA and even though there’s a high chance you would want to visit for everything IKEA, take a chance to walk around Älmhult, from across the train station.
Your safest bet is to travel from Copenhagen but if you’re in Sweden, its a 3 and a half hour train ride from Stockholm and around 1 hour from Malmo. Beyond IKEA there’s not much to see or do but you can spend the night just for the IKEA Hotel.