{
  "id": 2999161,
  "title": "Ikea’s real estate arm sponsored a pillow fight in France. Here’s why",
  "url": "https://urgent.news/2026/08/24/ikeas-real-estate-arm-sponsored-a-pillow-fight-in-france-heres-why",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-08-24T09:57:18.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/2026/08/24/ikeas-real-estate-arm-sponsored-a-pillow-fight-in-france-heres-why/"
  },
  "original_language": "en",
  "account": "In June, a Paris shopping center owned by Ikea’s real estate arm, Italie Deux, hosted an event where adults engaged in a pillow fight. The Pillow Fight Championship, a U.S.-based combat sport league, was making its French debut at the event. Onlookers were encouraged to join in, with professional fighters offering free lessons. The event was sponsored by Ingka Centres, the real estate division of the largest Ikea franchisee, Ingka Group. With 38 properties across 15 markets in Europe, Asia, and the Americas, Ingka Centres believes community experiences can help its shopping centers thrive in the face of declining physical retail. Sebastian Hylving, CEO of Ingka Centres, emphasizes that a shopping mall should be an amusement park, and that visitor engagement is crucial. The company is betting on hosting community events to drive visitation and sales. Ingka Centres has already made a splash with e-sports events in Sweden and a Pippi Longstocking-themed experience in China, which attracted over 24 million visitors. As physical retail faces challenges from online shopping and the loneliness epidemic, Ingka Centres is turning to unique experiences to attract and retain visitors. The company is designing natural gathering spots, such as gardens and nature zones, in its properties to foster a sense of community. Despite some barriers, like time constraints and reduced access to suitable spaces, a recent survey shows that eight in 10 adults believe everyone deserves time to play. Ingka Centres is seeing success with its approach, with visitation and sales in meeting places exceeding goals. The company is now focusing on India, one of its top three priority markets, with two mega-projects under construction. However, adapting its strategies to a new culture remains a challenge. Overall, Ingka Centres is proving that shopping centers can be more than just places to shop, but vibrant hubs for social interaction and community.",
  "summary": "One of Europe's largest real estate companies is taking a new approach to boosting footfall across its shopping centers.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}