IKEA Tokyo

In Tokyo, the average living room measures just five tatami mats

That’s already quite small. But when you see it from the outside, it feels even smaller.

The IKEA 4.5 Museum

Wooden boxes, each measuring just 4.5 tatami mats, became the setting for a brand experience built around a simple idea:

you don’t need a lot of space to create a cosy home.

Inside, we created a bedroom, living room, kitchen, home office and more.

Showing people that with IKEA, you can create magic, even in just 4.5 tatami mats.

Outside each box, a sign listed all the items on display, along with their prices. Scan the code, and you could shop the entire setting.

And if you followed a particular room, such as the bedroom, you’d receive an update whenever we created a new museum setting.

Results

The campaign was awarded winning. Including a silver in Cannes.

Online sales went up with 21%

Instore footfall increased with 28% (store sales number where not shared)