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IKEA Reimagine the Japanese Alleyway

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TBWA\Hakuhodo create this splendid campaign that encourages those with small homes to not be scared to experiment

IKEA Reimagine the Japanese Alleyway


Japanese agency TBWA\Hakuhodo and IKEA have reimagined the alleyways of Tokyo.
Many traditional Japanese homes are very small, which IKEA claim can lead to rather unimaginative interior design. However, to prove that this doesn’t have to be the case, IKEA and TBWA\Hakuhodo developed a campaign that involved filling small alleyways, or ‘sukima’ as is their Japanese translation, with furniture. 
The end products of these decked out tiny spaces were beautifully designed, cosy places, reminiscent of home. They completely changed the street scene and spurred Japanese small homeowners into more creative interior design. 
A website was launched [], complete with a competition to win the furniture sets. 
Client: IKEA Japan


Production: TYO Monster

Executive Creative Director: Kazoo Sato

Copy Writer: Chino Yamaguchi

Designer: Katsuhiro Shimizu, Keisuke Shimizu 
Production/Producer: TYO Monster 
Promotion Planner: Yoshitaka Kobayashi 
Interactive Planner: Masashi Matsukura

Art: Kiyoshi Kagiyama (Nitto Soubi Inc.)

Web production: mount inc.
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