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 the most iconic families on TV by its own furniture, that created visually striking versions of living rooms, made for real families in the real world.

´Dhs´ is the symbol of Dubai´s currency: Dirhams.

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