To highlight the versatility of MAXIMERA & VARIERA (Swedish for ‘Maximize’ and ‘Variation’), we built our poster from the drawer organisers to perfectly fit the media space.

The poster was built using actual drawer organisers from IKEA’s range, to perfectly fit the media space. Hand-cut wood typography formed the headline “Find A Place For Everything”. While other drawers were filled with everything that might end up inside them (and some other surprises). Captured in one single photograph, the execution is more than just a poster; it’s a product demonstration.

The posters launched in Autumn, a time of year many people are thinking about organising their homes. Sales of MAXIMERA and VARIERA soared, and IKEA reinforced their image as a place of inspiration for clever uses of space.