IKEA Case study Skima Gallery by TBWA\Hakuhodo Tokyo

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Skima Gallery

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Industry Department Stores & Shopping Malls
Media Case study
Market Japan
Agency TBWA\Hakuhodo Tokyo
Executive Creative Director Kazoo Sato Associate Creative Director
Copywriter Chino Yamaguchi
Released May 2012


London International Awards 2012
Design Environmental Installations/Displays - Temporary Bronze Winner

Credits & Description

Entrant: TBWA\Hakuhodo, Tokyo
IKEA - "Skima Gallery"
Corporate Name of Client: IKEA Japan K.K.
Client Account Director: Eri Suzuki
Agency Account Directors: Toshihiro Yoshii/Kei Kaneko
Agency: TBWA\Hakuhodo, Tokyo
Executive Creative Director: Kazoo Sato
Copywriter: Chino Yamaguchi
Art Directors: Katsuhiro Shimizu/Keisuke Shimizu
Promotion Planner: Yoshitaka Kobayashi
Interactive Planner: Masashi Matsukura
Description of the Project
Brief: “Products that offer more effective use of small space/dead space in a home” is the concept behind IKEA products to make a comfortable life at home in Japan in 2012. Our mission was to deliver the message of “the best way to utilize space” in a relevant way and enhance the presence of IKEA in a unique, stylish, fun, ‘IKEA’ way.
Solution: Install room sets using small, weird, and dead space in “SUKIMA areas” – the narrow spaces between buildings - and link them into an outdoor GALLERY where people can see the tangible benefit in a unique and entertaining way. We also launched a website to introduce the gallery and featured a promotion to give away each furniture set to an audience member chosen from those who clicked the Like! button.
Results: Over 100,000 people visited to the outdoor gallery street. The website captured 188,000 PV, with thousands of “likes!” in one week.