Home is here

One of IKEA’s biggest challenges in the Middle East is its transience. With an average population turnover of 42% a year, more and more people weren’t investing time or effort in their homes, seeing them as temporary abodes.

We sought to change that. A house isn’t simply made of the things we own; it’s the things we choose to surround ourselves with that give it meaning. This wasn’t about a home away from home, but realising that home travels with you.

With that in mind, we made IKEA’s first film for the Middle East: a love letter to homesick expats, reminding them that home is not where you come from, but where you last switched off the light.