Ikea and The Black Country Living Museum join forces for a creative display instore.

Express & Star

You could be forgiven that you have travelled back in time on a trip to Ikea, after a link up with The Black Country Living Museum has created a vintage shop display to show off some Ikea storage solutions.

Transcript

00:00We're delighted to welcome visitors to this beautiful recreation of H. Murrell's Gentleman's

00:10Outfitters at IKEA Birmingham.

00:12Four, three, two, one.

00:18Hey!

00:19Hello, I'm Joseph Grimovich and I'm here at the Black Country Living Museum.

00:27Well, I'm not actually, I'm here at IKEA Birmingham on the outskirts of Wensbury.

00:32What you have behind here is a new room that's been set up here, it's a collaboration between

00:37the Black Country Living Museum and IKEA.

00:39It's inspired by H. Murrell's Gentleman's Outfitters which was from Dudley, 4th Street

00:43in Dudley, and it's the start of a big collaboration between the museum and IKEA.

00:49I'm here with Sophie who's the store manager, sale manager, Sanjana Sammi who's part of

00:54the team, and Claire Packer who is from the museum.

00:57So you, Sophie, tell us about the inspiration for this.

01:01Well, we really wanted to showcase our Pax and Compliment range to show our customers

01:05how can they have a better life at home through our range, really give good solutions but

01:10also give that nod to our local heritage which is the Black Country Living Museum.

01:14I suppose, when you, the conception was about two months wasn't it, so you've, what was

01:20the sort of general idea, was it just you had an idea in your head about what you wanted

01:23to do with this or what was the idea?

01:26So we really, like Sophie said, we really wanted to bring in the local relevance from

01:30the Black Country Living Museum into the store.

01:34We did have a background idea of we wanted to do something like a shop and when I visited

01:39the Black Country Living Museum, the H. Murrell specialist was just a store that stood out

01:45to me.

01:46And with the seamstress store here, the gentleman's store here and the flooring, I'm guessing

01:51a lot of people walked around and gone, wow, that's impressive.

01:53Yeah, it's a complete showstopper.

01:54So our customers are literally stopped in their tracks when they come.

01:55They're worried about you, they can see some great solutions and of course also have that

02:03awareness of the Black Country Living Museum.

02:05And obviously with the Black Country Living Museum, they've been working with the likes

02:09of Claire.

02:10So tell me a bit about your involvement with this and what you thought of it since you've

02:14seen it.

02:15I'm just blown away.

02:16As soon as I kind of came into the store and looked up and there it was, I've just been

02:19blown away.

02:20The attention to detail is incredible and the whole team have been so great to work

02:24with.

02:25They're really enthusiastic and they're proud to be part of this region, which is of course

02:29what we're very proud to be a part of as well.

02:31And the start of possibly more collaborations with other organisations to go forward?

02:34Potentially, yeah.

02:35Yeah, it's a really exciting kind of opportunity for retail, heritage, design to all to come

02:40together.

02:41So we'll see how it goes.

02:43Well, it's now here from now on, take yourself back to the 1930s and buy something nice for

02:48people at Christmas.

02:49There's plenty of things in there to buy.

02:50So get yourself down here and have a look.

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