Product/ServiceIKEA NORWAY
Entrant SMFB Oslo, NORWAY
Idea Creation SMFB Oslo, NORWAY
Media Placement MEDIACOM Oslo, NORWAY
Production 3 SNØHETTA Oslo, NORWAY
Additional Company IKEA NORWAY Billingstad, NORWAY
Additional Company 2 JCP COMMUNICATION AS Oslo, NORWAY
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

Why is this work relevant for Integrated?

A 360 campaign telling the story of two Scandinavian design giants joining efforts to create something uniquely stylish, but also affordable, for the many people. The project was initiated in May 2017, the communication started a year after – and went through different phases until completion in October 2018.


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. So when IKEA Norway contacted world famous Norwegian architect firm Snøhetta, to do a co-lab – it was a given that the end product would be attainable for the many. Together, the brands have come up with a new way of building – inspired by IKEA's own flatpack solutions and materials. It can be used to build rooms/annex' in different shapes and sizes, adjustable for any need.

Describe the creative idea

In 2018, IKEA wanted to inspire Norwegians to think new when they decorate their living room. By inspiring them to use their lives and interests as a starting point, IKEA aimed to challenge the traditional living room that has a TV and sofa in center. But, we found it hard to think new in a room that's already full of our old furniture. So what if we could give Norwegians a blanc canvas, a room with nothing in it? That 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.

Describe the strategy

This campaign aimed to reach an older target group than usual, 35+, that feel done with flatpack furniture and the "IKEA style" – and get them to consider IKEA when they are to refurbish their living rooms. Snøhetta is famous worldwide, but especially in it's native Norway. Their buildings are the dream for many Norwegians, but unattainable for almost everyone. The challenge was to combine the IKEA way of thinking about accessebility and material use, with Snøhetta's visionary, high end architecture. 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. Also, we needed to make enough material to have a campaign with high pressure for a full 6 months.

Describe the execution

In May 2018 we started to tease the co-lab, explaining why the two brands have started something together – without explaining exactly what. In June/July we revealed the model of STUA on nation TV an in social channels. We also launched the competition site, where people needed to go through a survey of 6 steps to be able to send in their application, and simultaneously creating a personal moodboard for their dream living room (handy should they actually win). In early September STUA was built for the very first time at IKEAs yearly inspirational event in Oslo, open to the public. Here you could walk inside it, and also apply to win it. It was the main attraction of the event, drawing lot's of press. The winner was announced in October with a TV commercial. After this, the drawings was made open source at

List the results

STUA has been something IKEA has been able to talk about in their communication for nearly a year; 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 within 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 wants and needs 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 great architecture also can be achievable for the many.