The TANGIBLES is a collection of reusable writable stickers that allow people to leave messages directly on furniture and household objects. Family members can erase and rewrite notes on wardrobes, mirrors, tables or refrigerators, turning everyday furniture into a place for encouragement, jokes and affection. The sticker set is available with the purchase of IKEA furniture designed for shared living spaces. Instead of being passive objects, IKEA products become active participants in family communication

The furniture market has become commoditized. IKEA now competes with online marketplaces, where furniture is seen as a functional product. To maintain its leadership, the brand needed to strengthen the emotional value of its products. A gap has emerged between values and reality: the average American family spends just 37 minutes of quality time together each day, although 73% consider family time the most important thing in life

The objective was to transform IKEA furniture into a tool for communication between families and the brand while creating a new everyday ritual. Every day people leave home, but the desire to stay emotionally present remains. That's why we transformed IKEA furniture into a medium for human presence.

MODELED RESULTS

1. Increased Household Brand Presence
2. Stronger Emotional Brand Affinity
3. Increased Product Interaction