Am Midsommar-Abend feiern die Schweden den längsten Tag und die kürzeste Nacht des Jahres. Wie in jedem Jahr feierte das schwedische Möbelhaus Ikea auch in den vier Berliner Filialen dieses Fest fern der Heimat – zwar tagsüber, dafür aber sehr traditionell mit Tanz und Musik. Unterstützt wurde IKEA dabei wie in den vergangenen Jahren von den Promotern von TRUST Promotion.

More than 20 cheerful promoters ensured that customers of the stores were able to learn about various Swedish Midsommar traditions: on Midsommar Day, children had the opportunity to paint and decorate the pretty wooden DALA horses according to their wishes. The children were of course allowed to take the finished little works of art home with them.

Highlights: Dalarna cow milking and weaving flower wreaths

And since many women and children wear flower wreaths on their heads on Midsommar in Sweden, the promoters showed the IKEA Family members how to make the perfect flower wreath on Midsommar Day.

As every year, the highlight for young and old alike was the big milking competition with the life-size Dalarna cow. The challenge was to milk as many liters of colored water as possible within half a minute. Everyone who took part was rewarded with a small prize.

With all the activities, the promoters had a lot to do - and also a lot of fun with the customers, who took part in all the activities, wore the flower wreaths while shopping afterwards and relaxed with traditional Swedish strawberry cake at the end.