Ikea’s real estate arm sponsored a pillow fight in France. Here’s why

In June, a crowd packed into Italie Deux, a Paris shopping center owned by Ikea’s real estate arm, to watch adults hurl pillows at each other in a padded ring.

The event marked the French debut of the Pillow Fight Championship, a U.S.-based combat sport league.

Onlookers were invited to join in, with professional fighters offering free lessons to anyone willing to jump in.

The event was sponsored by Ingka Centres, the real estate arm of the largest Ikea franchisee, Ingka Group.

It’s an unusual investment for a real estate company.

But it’s part of a deliberate strategy at Ingka Centres, part of Ingka Group , which is ranked No.

88 on Europe’s Fortune 500 list.

The real estate group operates 38 properties, all of which include an Ikea store, across 15 markets in Europe, Asia, and the Americas.

As physical retail competes with online shopping, and concerns grow over a broader loneliness epidemic, the company is betting that hosting community experiences can help its shopping centers thrive and grow.

“A shopping mall should be like an amusement park,” says Sebastian Hylving, chief executive at Ingka Centres.

“If there’s no queue outside, you need to change what you’re offering.” A mall’s location is a relatively minor factor for people when determining whether to visit, he adds.

“The rest comes down to what’s inside, and whether it’s worth returning to.” In Sweden, the company has partnered with the Svenska E-sportförbundet to host e-sports events and tournaments.

In 2025, it hosted a Pippi Longstocking–themed storytelling experience at its Livat shopping and community centers in China, which drew more than 24 million visitors.

This year, Ingka is bringing the experience to the rest of its shopping international centers.