IKEA has opened a new store in Brighton city centre at the Churchill Square Shopping Centre. The move forms part of IKEA’s strategy to expand its presence in city centres through smaller formats to improve accessibility for customers.

The campaign from Mother London is an ode to the city’s oldest resident; a love-letter to the seagulls… and their annoying habits.

IKEA shoppers have been seen queuing to enter the chain's new store as it embarks on a different "strategy". The Brighton branch opened today (Thursday) right in the city centre. It becomes the third city centre Ikea store,