IKEA last week welcomed Londoners to its pop-up home away from home on the city’s iconic South Bank, where the retailer hosted a series of three, free of charge ‘Iftar at Ours’ events. The events were designed to provide a homely space in London’s busy commuter hub, where Muslims could come together and break their fast while on their way home.
With Ramadan starting in mid-February this year, many Muslims in the UK are breaking their fast while travelling home from work over rush hour, when sunset falls. IKEA designed and created its pop-up at Observation Point on the South Bank to make sure London’s commuters could still break their fast in the comfort of a home and in the company of others.
Working with Muslim interior designer Noor Aliyah Ali, the pop-up house was decorated with products from the IKEA range – including from the GOKVÄLLÅ collection designed for Iftar celebrations – as well as Noor’s own touches to bring a British Muslim household to life, with the aim of creating a comfortable space that feels like stepping into “your auntie’s living room”.
Guests arrived and broke their fast with dates and water, after which they were invited to pray in the event’s dedicated prayer room. Guests then enjoyed a spectacular four-course menu developed by Muslim chef Mursal Saiq and content creator Majida Sofi Basit, comprised of 16 dishes inspired by recipes spanning different cultures and regions from around the world. The delicious dishes included Za’atar naan with shawarma spiced mushrooms, grilled courgettes with a yoghurt sauce and pickles;
14hr oak smoked brisket Kabuli pilau; and cardamom and date banana loaf with Qahwa-infused vegan cream and berries.
Developed in consultation with AMALIAH, an organisation that centers the voices of Muslim women, the events were held on the evenings of Tuesday 3, Wednesday 4 and Thursday 5 March.
Majida Sofi Basit, 27, a content creator who partnered with IKEA on the project, said: “The experience of breaking fast on a busy tube or bus due to work schedules or daily demands is a familiar one for many Muslims, like me. And so it was incredibly refreshing to join IKEA’s event this Ramadan and celebrate Iftar on the South Bank with other members of the community while on my way home.”
Nick Singh, EDI Lead, IKEA UK & Ireland, added: “At IKEA, we’re proud to design solutions that make everyday life a little better. When we realised that this year many Muslims would be breaking their fast while commuting home, we saw an opportunity to help. These events were created to offer a welcoming, celebratory space where commuters could pause, break their fast in comfort, and share the moment with others — all just a short walk from Waterloo Station.”
IKEA is also partnering with the award-winning charity the Ramadan Tent Project to sponsor its celebratory Open Iftar event at the Library of Birmingham this month and fill the space with IKEA home comforts, with the aim of creating another comfortable home away from home for guests.
