IKEA SUKIMA GALLERY by TBWA\Hakuhodo Tokyo for IKEA

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IKEA SUKIMA GALLERY

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Industry Department Stores & Shopping Malls
Media Print, Magazine & Newspaper
Market Japan
Agency TBWA\Hakuhodo Tokyo
Released June 2012

Awards

Spikes Asia 2012
Outdoor Special Build Silver
Design Environmental Design Bronze

Credits & Description

Advertiser IKEA JAPAN
Product IKEA HOME FURNISHING
Entrant TBWA\HAKUHODO Tokyo, JAPAN
Type of Entry Design: Corporate or Brand Itendity
Category Environmental Design
Title IKEA SUKIMA GALLERY
Advertiser/Client IKEA JAPAN
Product/Service IKEA HOME FURNISHING
Entrant Company: TBWA\HAKUHODO Tokyo, JAPAN
Design/Advertising Agency: TBWA\HAKUHODO Tokyo, JAPAN
Katsuhiro Shimizu/Keisuke Shimizu TBWA Hakuhodo Graphic Designer
Toshihiro Yoshii/Kei Kaneko TBWA Hakuhodo Account Director
Jeong-Ho Im Mount Inc. Art Director
Tyo Inc. Monster Division Tyo Inc. Monster Division Production Company
Daisuke Umeyama Tyo Inc. Monster Division Producer
Masahiro Shoda Photographer
Takeshiro Umetsu Mount Inc. Techinical Direction
Yuichi Hagiwara Mount Inc. Produce/Project Manegement
Kazoo Sato TBWA Hakuhodo Executive Creative Director/Creative Director
Chino Yamaguchi TBWA Hakuhodo Copywriter
Brief Explanation
Japanese homes are really quite small and many have weird shapes. Due to the limited space, Japanese people have never cultivated an interest in home furnishings. IKEA need to demonstrate “more effective use of space” inspiration to motivate home furnishing interest.
Describe the brief from the client:
“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 with unique, stylish, fun, ‘IKEA’ design.
Description of how you arrived at the final design:
Design room sets and install them using in “SUKIMA areas” – the narrow spaces between buildings - and link them into a street GALLERY where people can 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.
Indication of how successful the outcome was in the market:
Over 100,000 people visited to the outdoor gallery street. The website captured 188,000 PV, with thousands of “likes!” in one week.