Ikea Malaysia’s new third store in Johor Baru has attracted crowds of shoppers who hopped over the border from Singapore attracted by cheaper prices.

Southeast Asia retail director Mike King says Ikea Tebrau is accessible to about 1.8 million Malaysians living within a 60-minute drive from the outlet. It is also 16km from the Woodlands Checkpoint, but some Singaporeans who drove across the causeway at the weekend faced congestion lasting up to two hours.

Before too long, Ikea Tebrau’s 1771 parking bays were fully occupied, with some customers resorting to parking illegally along the main road outside the store, which is the largest in Southeast Asia at 46,730sqm.

With 54 showrooms, the store offers more than 8000 home-furnishing products. It has a 750-seat restaurant featuring the brand’s signature Swedish meatballs, and this was packed on Sunday from 11am until 3pm, with some customers queueing two hours to enter.

Meanwhile, in another Singapore connection, the BBH Singapore agency created a humorous campaign for the new store with the tagline “Now, there’s choice”.

The campaign features four videos, supported by digital, TV, print, outdoor and radio.

Capturing everyday domestic life, the films were shot by Argentinian director Augusto G Zapiola.

Photo courtesy: AsiaOne