A Store Campaign that sparked transformation within stores
This campaign, called “Äntligen Vardag” or “Let’s Celebrate Everyday Life,” sparked a lively transformation within IKEA stores. It encouraged the IKEA teams to create more distinctive displays. As the Art Director, I had the honour of leading this effort, inviting store teams in Sweden to reimagine how to showcase textiles and storage products. To inspire creativity, we developed a toolbox with posters, billboards, and visuals featuring purple tones and gold confetti. We even introduced a robot concept made entirely from storage furniture.
My focus was on enhancing the in-store experience and fostering stronger connections with our audience. A study conducted at the Helsingborg store showed that customers found shopping more engaging and enjoyable thanks to our efforts. The idea originated from a programme designed to motivate Store Communication Managers, in which I also played a key role.
I contrasted golden frames and confetti with a simple aesthetic of grey concrete. To showcase the scale of textiles, I included hands and feet in the visuals, emphasising the softness of the fabric and the sensation of standing barefoot on the carpet.
In collaboration with the team at Kollo Retail Agency, IKEA Sverige, and all the great Communication Managers at the IKEA stores in Sweden.