IKEA | Furniture You Can Live In
IKEA prioritizes the life that happens in their furniture over their furniture itself.
You can keep your house looking pristine, or you can allow life to happen in your home. IKEA’s campaign repositions affordable furniture as the setting for stories. When you’re not preoccupied worrying about scuff marks and scratches, you can enjoy yourself and live freely. This campaign ushers in a new era of heirlooms, which are the memories made in furniture rather than the furniture itself.
After all, IKEA knows the best moments leave a mark (on you & your furniture).
PRINT | highlights a uniquely ownable trait of IKEA - that their furniture comes unassembled, making it impossible to keep it ‘looking like new’
Digital OOH | redefines ‘living room’.
SOCIAL | introduces the idea that memories (and the marks they may leave) are heirlooms in their own right.
ACTIVATIONS
IKEA Museum | IKEA unveils the New Era Heirloom exhibit, showcasing the stories behind the scratches and stains - the memories that could only be made with the people you care for, in furniture that you’re not worried about. Stories and traditions to be passed down as heirlooms, long after the furniture has gathered dust.
Museum placards will display the consumer-submitted stories (medium, artist and all) as well as the QR code to purchase the furniture if attendees are inspired.
‘On The Matt’ competition |
In the lead up to LA2028, IKEA will host a new kind of gymnastics competition - one we’ve all been training for since our youth. Outside at The Grove in Los Angeles, various IKEA mattresses are on display and amateur and youth gymnasts in the area are invited to compete their best bedroom gymnastics routine. They will be competing alongside former Team USA gymnasts, who may be more skilled on the mat, but when is the last time they’ve jumped on the matt?
