Purpose is in the hands of the beholder

Created by The Newtons Laboratory and directed by Daphne Samaras through Picky Productions, this fun selection of spots for homeware retailer IKEA showcases how the brand’s furniture can transform depending on the hands it’s in. 

With playful text and sound design, the initiative puts a spin on the brand’s most recognisable communication codes – its Swedish catalogue descriptions. 

From a TULLSTA that serves not only as an armchair, but as a barricade for a teen who needs privacy in her room, to the NISSAFORS that unlocks a young girl’s imagination, the simple but soulful 25-second films show how IKEA’s essential pieces can be repurposed for every scenario.