Brief: Create an event to facilitate the release of new collaborations, 6 new collections, and much more - during the design week in Milan.
Solution: Creating a 6-day festival; a 3500 m2 event and exhibition.
In Milan, during the Salone de Mobile of 2017, IKEA wanted to showcase the future living room – a room for life. This would eventually be done through a festival of music, design, live acts and happenings with the aim to celebrate the self-expression and uniqueness of everyday life.
A 6-day festival; a 3500 m2 event and exhibition including workshops, installations, interviews, music, live prototyping, food and happenings.
The IKEA Festival was located in the vibrant Lambrate area of Milan, attracted around 30 000 visitors, and was awarded as one of the best exhibitions of the entire Milan Design week that year.
At the festival, 6 new design collections were introduced. Among them you could find the design collaboration with Stockholm based design studio Form Us With Love, danish design company HAY and british designer Tom Dixon.
Apart from IKEA's product collaborations with external design collaborators, the festival featured collaborations with other artists and designers such as: Faye Toogood, Open House Magazine, Kevin Lyons, Space10, Lausanne University of Art & Design (ÈCAL) and many more. All of whom were given a location within the festival space, as well as separate briefs in which to interpret the overarching theme, and global communication platform title, "Make room for life".
Digital platform Dezeen were in charge of live broadcasting and day-to-day festival communication.
Alongside exhibiting new collections, collaborations and installations from external artists and designers, the festival hosted talks, a design competition aimed towards young designers, and daily happenings and services.
Morning yoga, music performances courtesy of Swedish consumer electronics company Teenage Engineering, light installations, festival shop, IKEA meatball foodtrucks, among many others.
For their first ever large exhibition appearance at the design week in Milan, IKEA attracted around 30.000 unique visitors, and were shortlisted for the best exhibition in MIlan.