Your favorite IKEA piece may be described in a million ways. In the catalog, IKEA simplifies it to the basics: TULLSTA is just an armchair, BEKVAM a modest step stool, NISSAFORS a trolley.
However, in everyday life, these pieces transcend the ordinary. They weave into the fabric of our stories, adopting new identities based on the user. The possibilities they offer are endless, allowing us to create and do more. The Newtons Laboratory’s campaign sheds light on this reality by cleverly manipulating IKEA’s iconic catalogue descriptions.
In these narratives, TULLSTA transforms from a mere armchair into a privacy barricade for a teenager. NISSAFORS, far from being a simple trolley, becomes a catalyst for a girl’s imagination, symbolizing love and care. BEKVAM provides that extra lift needed to reach greater heights, both literally and metaphorically. In essence, the campaign showcases how IKEA pieces extend well beyond their catalog descriptions, designed to be versatile and widely used.
