IKEA: THE STUDIO
The Ask:
Create an innovative, digitally-driven campaign for IKEA that differentiates the brand and drives engagement around a store opening.
The Situation:
The Audience:
OOH
Social
A-IKEA App Personalization
Furniture shopping is increasingly digital, but confidence still requires an in-person experience.
Competitors offer convenience or premium design, but no one blends inspiration + affordability + physical immersion.
Consumers jump between platforms for ideas, lacking a single, cohesive experience.
IKEA already owns the showroom advantage, but is under-leveraging it digitally
IKEA doesn’t have a product problem. It has an experience opportunity.
Design-Conscious Digital Natives (18–35)
See their home as an extension of identity
Create and share content constantly
Want spaces that feel “camera-ready.”
Care about aesthetics, but need it to feel attainable
The Insight:
People don ’t just want functional show rooms, they want spaces that feel curated, intentional, and aesthetically elevated. They crave proof that they, too, can create a beautiful home, but they need to see it, feel it, and step inside it to believe it’s possible.
The Tension:
Pinterest-perfect spaces set the standard. Real homes fall short.
In-Store Experience
The Strategy:
Turn IKEA showrooms into immersive, photo-ready studios that let people step into their ideal aesthetic and capture it.
IKEA: THE STUDIO
Team
Wesley Chen, Strategy & Copywriting
Mai Nguyen, Strategy
Meyrav Varol, Strategy
Didi Mahathorn, Art Direction