Ikea 75th Anniversary

For IKEA’s 75th anniversary we took the catalog we all know and love and transformed it into something you could see, touch, and…win prizes with. Expanding beyond the showroom, we curated four unique living spaces based on real IKEA customers and gamified the experience in New York and Chicago. By building an interactive mobile game, visitors got a taste of IKEA’s unique history while hunting down hidden trivia questions unlocked with their mobile phone. Some of the most iconic companies around began in a garage—well, IKEA started in a shed way back in 1943. We created a life-size replica so visitors could go back in time with our selfie time machine. Activated by a simple pull on a lamp, people could choose filters from different time periods and then send their selfies via our vintage touch tone phone. Each visitor was also gifted an IKEA iconic blue bag with prizes, stickers, and of course—the new catalog.