STUA

Short List
ClientIKEA NORWAY
Category F03. Brand Communication
TitleSTUA
Product/ServiceIKEA NORWAY
Entrant SMFB Oslo, NORWAY
Idea Creation SMFB Oslo, NORWAY
Media Placement MEDIACOM Oslo, NORWAY
PR TRIGGER OSLO, NORWAY
Production MEDIAMONKS Amsterdam, THE NETHERLANDS
Production 2 MADE FOR DIGITAL Amsterdam, THE NETHERLANDS
Production 3 SNØHETTA Oslo, NORWAY
Additional Company IKEA NORWAY Billingstad, NORWAY
Additional Company 2 JCP COMMUNICATION AS Oslo, NORWAY
Credits
Name Company Position
Pia Ølstad SMFB Creative
Linus Hjellström SMFB Creative
Hans Magne Ekre SMFB Creative
Alexander Gjersøe SMFB Creative
Kristian Kristiansen SMFB CEO
Silje Tobiassen SMFB Account manager
Mari Engen SMFB Account manager
Anne Karin Aanerud SMFB Account manager
Ine Anett Ask SMFB Designer
Daniel Blaker SMFB Designer
Nils Hausken SMFB Designer
Hanne Danielsen SMFB Content manager
Eivind Roar Pedersen SMFB Motion Designer
Mille Windfeldt Snøhetta Designer
Kim Andre Fosslien Ottesen Snøhetta Designer
Martin Gran Snøhetta Managing Director
Pia Falk Lind Snøhetta Account manager
Kjersti Kristiansen SMFB Project manager
Marius Myking Snøhetta Director of product design
Julie Aars Snøhetta Architect
Carl-Andreas Aspelund Snøhetta architect
Tobias Lien IKEA Norway Marketing manager
Tonje Skjetne Bjørnerem IKEA Norway Marketing project manager
Anja Karina Fjellmann IKEA Norway Marketing project manager
Sara Larsdotter Bendiksen IKEA Norway Client
Anniken Sletten JCP Nordic Account Director
Simen Torkehagen JCP Nordic Project manager
Stine Odland IKEA Norway Senior communication advisor
Cathrine Boije IKEA Norway Marketing manager

Background

IKEA always aims to make great design available for the many. We wanted to combine their way of thinking availability, sustainability and affordability, with Snøhetta's high-end design and architecture. Snøhetta's buildings are the dream for many Norwegians, but unattainable for almost everyone. To make a building that anyone could afford and use, it was important that is was scalable in size. But also that the one we built as an example could be placed without having to apply for a building permit. Giving us a limitation of 50 square meters and 3 meters tall. The drawings for the building concept needed to be free for anyone to use, thus making it for the many not for the few. And the price tag scalable just like the size of the building. Also, the ability to choose different materials to bring the price up or down.

Describe the creative idea

In 2018, IKEA wanted Norwegians to think new when they decorated their living room. By inspiring them to use their lives and interests as a starting point, IKEA aimed to challenge the traditional living room setting with a TV and sofa in center. But, we found it hard to think new in a room that's already full of old furniture and habits. So what if we could give Norwegians a blanc canvas, a room with nothing in it? This inspired us to contact Snøhetta architects to do a co-lab and create a brand new room, that you could adjust to fit your life, needs and interests. That would inspire you to decorate differently. After all, IKEA's vision is to create a better everyday life for the many people – for example by giving everyone access to great design at a low price.

Describe the execution

The simple, but sophisticated design of STUA is inspired by IKEA's flatpack furniture. Every component of the construction is easy to handle, making the assembly effortless, and is precisely designed to fit the structure as a whole. For a complete overview of the construction details, see the downloadable PDF and also the animation explaining the building system. The design process was shared on IKEA's own website. Snøhetta and IKEA went to IKEA's headquarter in Sweden to research materials and assembling techniques, and collaborated in workshops to share knowledge about about architecture, design and furnishing. The campaign about the co-lab, the competition to win the STUA and the final result, was communicated in Social Media, TV, newsletters and digital for over 6 months. Making it one of IKEA Norways biggest campaigns yet.

List the results

STUA has been something IKEA has been able to talk about in their communication for over 6 months; announcing the co-lab, having people sign up to win, sharing the process online, showing the building as the main attraction at IKEA's yearly event in Oslo, giving it away to one lucky winner and sharing the drawings with the many. For IKEA and Snøhetta, it has also been a way of branching out and getting contact with other fields of design than their own. Creating bonds that might result in other projects. The process of entering the competition to win STUA, was basically a visual online survey trying to find out what Norwegians want and need from their living room. Almost 30.000 applicants answered all questions and applied to win, giving IKEA loads of new insight. Last but not least, proving that also great architecture can be achievable for the many.