Continuing its journey, and marking its 75th year, IKEA, the region’s favourite Swedish home furnishing brand, helps celebrate oneself and individuality with its new catalogue launch.
Centred on the impact of our surrounding environments, the brand highlights a truth which is often short-sighted, a fast-paced everyday life that has dehumanised the nation.
Presenting the story of a humanoid robot, IKEA wants to shed light on the rigid way of life which is in dire need of a repair. Where life could be cold, monotonous and filled with routine on the outside, with a tendency to drain us until the very last drop.
Narrating its story through the lens of a non-human individual, IKEA showcases the story of an average person going home from work. Displaying the transformative power of an individual’s home, IKEA reminds us that ‘home’ is where we feel free to truly be ourselves. Your living room is a space where you can finally let go, relax and become your true self again. It’s where you feel alive again.