Ikea: Make Small Spaces Big
A study carried out by Swedish homeware giant Ikea in the UK – which has the smallest average home size in Western Europe – has resulted in its latest campaign, Make Small Spaces Big. The research looked into the way we use our domestic space in the UK and how big we think it is, and the campaign highlights how Ikea’s products can provide practical and inventive solutions for micro living.
Referencing that familiar childhood toy the dollhouse, the campaign is based around a doll character who lives with her son in a tiny apartment. A TV spot (see below) shows snippets from their everyday life, and how Ikea products makes better use of their small space. Online, customers can browse micro solutions and tips for different rooms, and shop the products featured in the advert.
In the wake of a spate of studies highlighting the increasing number of city dwellers and the shrinking size of US and European homes, Ikea is not the only brand tapping into the growing market for micro living. For more on designing for small spaces, look at the Stylus Product Design industry trend Design Democracy: Shift.