IKEA China has a mission to make great living spaces for China. They wanted to inspire people to create comfortable living spaces that all could enjoy.

For this campaign, IKEA has defined the target to be those that are about to get married or the newly-wed. That’s because, in China, the cultural norm is for those that are about to get married to own an apartment; all ready to start their own families.

Therefore, the mission from them is to inspire people to make room for life by attracting them to come and visit the IKEA showroom.

We created a live event at the IKEA branch in Beijing.

The event ran from 20th December 2017 till 8th January 2018.

We used an entire showroom, which consists of a living room, a bedroom, a baby room and kitchen. We fitted screens and hung them up on the walls and/or place them on the tables in these rooms, much like how families display their photos.

To participate, couples need to have their faces scanned at the showroom entrance. Then they are allowed entry and to discover the surprise of their future baby. The rooms are decorated with images depicting different stages of the baby's growth. When the visitors leave, they could opt to receive the baby's photos by scanning a QR code. That will also generate digital images of the baby which they could print or share with others.