Make room for life

IKEA wanted to be a constant source of inspiration all year round, helping expats create beautiful homes. But in a region as dynamic and transient as the Middle East, few expats were inclined to invest in the look of their spaces.

We invited the region to Make Room for Life, and for all that’s in store, with IKEA’s number one asset: the new catalogue. Inspired by its own palette of on-trend dusty pink, botanical green and sunny yellow, we created a chic, editorial campaign that was simple yet bold.

From a regional edit of the global TV commercial to our own imagery and storytelling, inspiration was delivered across the city through every touchpoint, on the ground and online.

A favourite hallmark of the campaign: LED pink-door installations that led into an Alice in Wonderland-like world. Simply open the door and step into rooms from the 2018 catalogue.

The campaign opened with a launch event, created with our sister PR agency and IKEA’s in-house team, complete with a vast installation of the new collections. All of which made people eager to get their hands on the catalogue: a notion we happily obliged with custom-crafted designer totes.