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 [http://ikea-sukima.com/], complete with a competition to win the furniture sets.
Client: IKEA Japan
Title: SUKIMA GALLERY
Agency: TBWA HAKUHODO
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.