IKEA España has just aired its 50th episode of “IKEA en directo” (IKEA Live), cementing its lead in the live shopping space. The latest installment drew over 3.78 million viewers across its website, social media, and Movistar+.
The big draw was the company’s take on “democratic architecture,” a core part of its brand identity. The episode broke down IKEA’s five design principles – form, function, quality, sustainability, and price – and showed how they play out in everyday life. Viewers got practical tips and ideas for their homes.
Behind the Show
One reason “IKEA en directo” has been a hit is that it’s not just a marketing exercise – it’s also a chance for IKEA employees to shine. So far, 47 staff members have hosted live episodes, bringing a personal touch to the show. Pablo Álvarez, a business analyst who’s become a familiar face on the channel, hosted his seventh episode and said it helped him connect with customers in a new way.
The show’s format lets viewers interact with hosts in real time via a two-way chat. They can ask questions and get advice on making their homes better.
Taking it on the Road
The “IKEA en directo” team has taken their act to some unusual locations, too – like Plaza Mayor de Pinarejos, the terrazas in front of La Sagrada Familia, and even real family homes. These outings make the shopping experience feel more personal and authentic.
IKEA España’s commitment to live shopping is part of its broader effort to blend design, tech, and human connection. With “IKEA en directo,” the company is making its products more accessible and building a stronger bond with its customers.