2022 Winners & Shortlists

Cultural / Context information for the jury

Have you ever been inside a house that hasn’t been refurbished, in Saudi or Bahrain? It’s like going back in time. it’s sentimental, it’s floral, it’s kitsch, baroque, it’s retro, it’s shabby chic and it’s everywhere, because they are all sentimental and they’re holding on to memories, handed down in the shape of furniture. And the more they spend time with their inherited furniture, the more it grows on them and the less they feel the need to change it.

Please tell us about the social behaviour and / or cultural insights that inspired your work

The old furniture style shows how Saudis used to furnish their houses back in the days. they used to commission a carpenter that had a few templates here and there. Some were very French baroque or retro, and some were even a mix and match. The same templates went around and were the base of decoration of many houses. That’s the style of all big houses of parents and grand-parents. At IKEA, we created disruptive, playful, colorful, rich visuals that illustrate exactly how, when you own furniture for too long, well, you start blending into it. literally. Because fashion taste gets influenced by furniture colors. And we filled the visuals with small details that reward the viewer’s attention. We used these visuals to promote a 70% IKEA sale without using a single IKEA product or a discount icon.