Background:IKEA are encouraging their customers to "Live Unltd" - a joyous and informal lifestyle, where you don’t eat at the dining table, you Nosh in a relaxed and informal way.Brief:IKEA needs to educate visitors to its website (ikea.co.uk) about Noshing.Our response:The Noshalyser, allows users to explore the concept of Noshing, by pulling a lever and converting a conservative Noshless world into the gay abandonment of Noshing. The informal joy of an Unltd lifestyle is emphasised by the unique randomiser function, which means that the 4 possible "Noshing Scenarios" are displayed with over 294,000 unique room settings. By interacting, users get a feel for the Noshing idea and the products you need to Nosh successfully. All products are clearly displayed with prices, so the creative idea offers a practical way of experiencing products in context while bringing them to life in a uniquely IKEA way.

Furniture tends to be displayed online in a conventional way with no sense of adventure or discovery being communicated. The Noshalyser brings products to life in the context of the home, but with an element of fantasy and playfulness, emphasised with colour and sound, making the most of the Internet medium.