April 2017 - The Swedish furniture giant made a buzz at Milan this year with its inaugural Festival in the city’s Lambrate district. Taking over a 3500m2 warehouse, IKEA curated a dynamic and vibrant program of events, installations and collaborations.
Their newest furniture collections were showcased alongside daily workshops, talks and musical performances, all focused around the idea of the living room & what it means to us today.
The widely anticipated HAY x IKEA range, as well as Tom Dixons ‘Delaktig’ line, took centre stage amongst a playful and interactive array of installations. The series of room concepts created by Faye Toogood, the Swedish creatives and bloggers Anna & Pella and the Barcelona-based magazine Openhouse, inspired visitors to experiment, personalise, socialise, and ‘make room for life’ in the living room. In addition to the furniture and design displays, Ikea commissioned Swedish tech and synth creatives Teenage Engineering for live performances exploring sound, light, and crowd interaction, to evoke a true festival experience.
Orchestrated by Camron, a successful partnership with Dezeen resulted in daily video broadcasts across multiple social platforms and culminated in a blow out, experiential Dezeen x IKEA party with over 2500 guests. Rounding off with a flash sale on Sunday, in which classic IKEA furniture items were discounted by 40 per cent, visitors and locals were invited to take home their very own piece of this highly successful Festival.