IKEA Crazy Golf at 'Sweden On Stage', Hampstead Heath

To mark the start of the Sweden's Presidency of the EU, the Swedish Embassy and City of London Festival combined yesterday to create 'Sweden on Stage.' Sweden On Stage was 'a special celebration of Swedish culture and green activity and fun on Hampstead Heath.'

Sweden on stage full line up (click for larger image)

The Sweden on Stage event featured Swedish performers such as The Benny Andersson Band and Miss Li, as well as a variety of activities (primarily around climate change and the environment.) The Electric Pedals 'Green Tea' Pedal-powered tea stall was popular, alongside Friskis & Svettis demonstrations and craft activities like willow sculpture. Major Swedish companies were also involved as event sponsors and had their own stalls / activity centres. Tetrapak hosted various arts / crafts activities and IKEA provided one of the highlights for the day, IKEA crazy golf!

The IKEA Crazy Golf was very popular and a great way of showcasing IKEA products. Instead of hitting the ball through a windmill or into a tiger's mouth, golfers had to negotiate their way around obstacles made up of IKEA products!

Each IKEA golf hole was themed and then had the relevant IKEA products on show. On the first hole players had to hit up an IKEA bed, through an IKEA chest of drawers and under an IKEA table:

Following holes were then themed around IKEA lighting, IKEA storage, IKEA shelves, an IKEA sofa and IKEA taps.

The IKEA taps crazy golf hole:

The IKEA taps crazy golf hole (with other holes featuring IKEA sofa and shelving visible in the background):

At the start of each hole there was a poster about how the featured products were helping the environment. There was also a seperate poster with the price of each featured item:

Poster talking about how IKEA taps are designed with the environment in mind

IKEA keep surprising me with the way they act (flash operas in store, virtual furniture etc) and IKEA crazy golf was very enjoyable. A great way of engaging consumers in the latest IKEA products, whilst promoting IKEA's environmental credentials.

The Benny Andersson Band performing at Sweden on Stage:

Benny says hello:

The Benny Andersson Band at Sweden on Stage:

and some Benny Andersson Band Sweden on Stage video that I live streamed through Qik:

More Sweden on Stage photos here

A great day out - thank you Embassy of Sweden!

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