Ikea is promoting the opening of its first small urban store format, called "Livat," in West London this week with a fun outdoor campaign from Mother London.

In the ads, shot by photographer George Logan, giant Ikea products loom over landmarks in Hammersmith (where the store is situated) in dramatic fashion, from an enormous "Jattelik" dinosaur toy peering at the iconic Hammersmith Bridge to a gigantic "Regnuskur" lamp hovering over the Eventim Apollo concert venue like a UFO.

The Hammersmith downtown store is the first of a new global small store format from Ikea; the next two are set to open in San Francisco and Toronto. "Livat," which means "lively gathering" in Swedish, is a quarter of the size of a usual Ikea store and will sell popular products such as home accessories, toys and soft furnishings, with other larger furniture products on display and available for delivery.

It will also offer a Swedish deli cafe selling sandwiches and other Scandinavian foodstuffs as well as a plant-based version of Ikea's famous meatballs. The space is also designed to host pop-up events and community gatherings. The store is also cashless and will have only self-service checkouts.