Imagine someone running a full marathon 30km hit the wall facing the blazing sun and the same long stretches of asphalt, with enthusiastic roadside spectators; whereasyou will be on a pleasant evening, together with 99 runners together in IKEA weaving through those Nordic minimalist bookshelves, armchairs, and even soft beds and shelving.
While others can pick up a finisher kit and boxed medal right after the race, you will receive a bag of IKEA classic packaging-style parts, waiting for you to take them home and assemble them into a complete medal.
At this point you might think it's surreal or unconventional? Actually, this will really happen thisDecember.
The specific time for this special race is 6:00 PM on Saturday, December 13, 2026 .
The location is inside one of the UK's largest IKEA stores and also one of the UK's busiest retail venues, inside the IKEA Croydon store. Running inside the store after closing is a special experience — it lets you carry the daytime bustle into the evening.
Image source：marathonhandbook.com
Because it was held in an enclosed shopping mall environment, the field size was limited to only 100 participants in a small-scale event. Of those, 80 were open to public registration, which will open today June 26 in the evening 6 pm, at 80 pounds as a starting price for registration (For such a small-scale event, the entry fee is also quite high).
That evening there will be 100 runners, following the floor arrow markers inside the store, will run through the showrooms, corridors, checkout area and IKEA iconic warehouse area.
Each lap distance is fairly substantial, about 2.56 km，那也就说全马需要跑 17 laps or so. The race cutoff is expected to be in the early hours of the next morning.
Interestingly, this event is Jay McCardle and the event company he co-founded, Sussex Trail Events' brainchild. Prior to this, the company has staged races in unusual, compact environments such as multi-storey car parks, docks, and even prisons. For them, bringing the course into IKEA is yet another attempt to break convention.
This event is definitely not a competitive marathon; it's designed instead to let IKEA brand characteristics become thoroughly integrated into each runner's experience.
On one hand, the organizers have adopted the above"DIY finisher medal," like the item you've been longing for that has just been delivered from IKEA to your doorstep — and by assembling it yourself, it becomes part of your home.
This medal's significance also lies in the fact that after you’ve worked hard to finish a full marathon, by using a bit of your own hands-on ability and ingenuity, you can gain a greater sense of accomplishment from the event, and let IKEA 's brand characteristics and philosophy resonate more deeply with people.
Image source: Instagram user mattybfilming
On the other hand the organizers directly borrowed IKEA in-store kitchen “specialties” from the mall — Swedish-style replenishment foods, such as Swedish meatballs and lingonberry jam sandwiches.
Readers who have spent time in Shanghai may have previously visited the IKEA mall’s upstairs food hall (now relocated) or other large, restaurant-equipped IKEA, the Swedish specialty foods there left a deep impression on me —— simple, clean, and filling, typical of Nordic cold fare. I imagine the organizers felt the same way.
Additionally, a spectator-free policy was implemented — spectators were not permitted during the event.turning that Sunday evening in December into a haven for the 100 runners to experience IKEA in-store atmosphere, enjoy running, and find a place to focus on themselves.
Some may find this spectator-less, closed-loop race unbearably dull and not worth the high entry fee; others feel that this unconventional, surreal marathon allows people to more comfortably and attentively experience the environment and sense the interaction between runner and surroundings.
This event is not simply a prank; the organizers said that 16% will be donated to the UK's well-known housing and homelessness charity organization Shelter. This also seems to suggest that，in this 'home'-showroom race, there is a deeper reflection on the idea of 'home'。
Image source: Instagram user mattybfilming
Previously，some events in China have moved beyond traditional paved roads and chosen new settings to offer runners a different race experience.
For example, the Great Wall Motor Factory Marathon in Baoding lets runners weave through the plant, experiencing the car manufacturing assembly line firsthand, turning scenes usually off-limits into immersive "within reach." It indirectly brings runners closer to the brand and strengthens awareness of the brand and the manufacturing industry.
These non-competitive marathon events feel more like relaxed gatherings, freeing runners from pace anxiety — if you get tired, you can even sit on the sofa for a while.
Have you taken part in any events that featured a particularly strong integration of people and environment? Join the discussion!
Text:Cavendish / Editor:sun