IKEA ITALY | Portfolio

MUSEUM OF FAILURE

FOR

IKEA Italy

WHEN

2024

BRIEF

As Masters in Digital Art Direction at Istituto Marangoni we were invited to create a presentation for Milan Design Week as keynote speakers on "How Gen Z envisions their first home?"

This brief laid the groundwork for an extended partnership with Ikea where we developed a 360-degree campaign that continued our initial insights into a compelling narrative.

I developed this project in collaboration with Maria Tataru and Sirakarn Kraiprasit, we formed a workshop where we shared our reaserch and insights on our “first experiences” ever, and did brainstorming on how the “first homes” and “first times” in general affect our characters and lives with the audience in Ikea's Design Week Event. The workshop ended with an interactive time-capsule system that we created with the audience. By scheduling an e-mail to ourselves for 5 years later, we are asking questions to our future selves self-reflecting on the topic. In 5 years we will ask ourselves ”When was the last time you did something for the first time?” and we will push ourselves to “Be brave enough to suck at something new”.

ABOUT

We contiued our partnership with Ikea with a 360-degree campaign that extended our initial insights about self reflection and our concept of "failure" into a compelling narrative. Our starting point was embracing failures in life but also in first homes.

The concept of embracing and mocking our failures was very much in line with Ikea's values and tone of voice as a brand.

So we decided our tagline was "In your first home, make room for failure." And the campaign tone would be light-hearted, humorous and encouraging.

Campaign Manifesto

We figured Ikea itself had failures in the past. Failed product lines they had to stop producing like; inflatable sofas that made rude noises, a sofa for home composting which caused horrible smells or a one piece heavy piano for people to carry home.

So we decided to create "The Museum of Failure" in Triennale Milano where Ikea's failed product lines would be exhibited like artworks with an ironic and humorous tone.

The atmosphere is comfortable and vibrant almost like an adult playground.

The workshop area where activities take place like; spelling competition with Ikea product names since everyone fails spelling Swedish names. Or a furniture building competition without instruction manual but they all have the wrong pieces and they fail.

The activation of "Museum of Failure" in Ikea stores and showrooms.

Using 3D projection method, the famous Ikea Manual Guy accompanies the visitors in the exhibition and workshop areas, assisting them in challenges, showcasing his own failures.

Website activation; a shared memory space that hosts user generated content on failures in life and experiences of first homes.

An app launch which is the opposite of LinkedIn where people encouraged to share their failures instead of successes.

FOR

WHEN

CATEGORY

BRIEF

ABOUT