Families are at the core of IKEA’s business: old and young, traditional and modern, family by blood or not. And in the UAE, IKEA faces a bigger challenge to be relevant to all of them, as the population is composed by mostly of expats.

IKEA found in rooms everyone loves the right vehicle to sell furniture in a way everyone could connect to. In this campaign, IKEA replaced all the furniture of some of most iconic families by its own furniture, that created visually striking versions of living rooms, made for real families in the real world.

Families are at the core of IKEA’s business: old and young, traditional and modern, family by blood or not. And in the UAE, IKEA faces a bigger challenge to be relevant to all of them, as the population is composed by mostly of expats.

IKEA found in rooms everyone loves the right vehicle to sell furniture in a way everyone could connect to. In this campaign, IKEA replaced all the furniture of some of most iconic families by its own furniture, that created visually striking versions of living rooms, made for real families in the real world.

· First, thousands of items were collected from IKEA’s catalogs to find the perfect furniture for those iconic spaces.

· After a two-month search, the final pieces - similar or identical to the TV shows spaces - were chosen.

· The selects were then sent to a 3D artist, responsible for integrating seamlessly IKEA’s furniture to the iconic TV living rooms.

· Each room, meticulously put together, became a print ad and a POS poster.

The most shared IKEA campaign of all times. A pop culture campaign that became ´Pop Culture´. A print campaign that became a meme with more than 110 thousand shares in one hour. An idea that became a multidisciplinary platform. The Rooms´ design are now being exhibited at IKEA Dubai as real living rooms for people to experience what was shown in the ads. And to buy the furniture to recreate the shows they love.