We closed one of the IKEA's rooms with a wall and we placed inside it a special amplifier that spread the sound of real domestic violence stories provided by Telefono Donna. "The Room" was an in-store ambient media that gets IKEA customers to stop their in-store journey and live a touching experience, like they were neighbor of a domestic violence victim. A message on the wall said: "Violence is closer than you think, sometimes there's just a wall between you and it.". A call to action invited customers to support and discover Telefono Donna.

In Italy 1 in 3 women has experienced domestic violence (6.788.000 women). Due to a strong close mentality background, Italy has an intense sense of decency and a strange idea of shame: "what happens at home must remain at home" is the common opinion. That's why 93% of cases of domestic violence are not reported and 33.9% of those who suffer violence from the partner do not talk to anyone.

We used audio to turn the IKEA stores spaces into media spaces. Audio allows us to make customers live a touching experience, like they were neighbor of a domestic violence victim. Thanks to the sound they could imagine the cruelty and the drama of the situation better than if they could have watched it.

WOMAN: Hey, are you listening to me?

MAN: Don’t dare talk to me like that. I can hear you, I can hear you. If you only said things that make sense.

WOMAN: Lower your voice or you’ll wake him.

WOMAN: You scare me when you do that.

MAN: You’re still going on about a couple of slaps.

MAN: You really want me to get rough with, hmmm? I want to kill you when you do that.

WOMAN: I have to beg you every time I need something.

MAN(shouting): It’s MY money, the money that I earn.

WOMAN: But there are three of us! Why are you doing so?

MAN (shouting): AND DON’T ANSWER BACK!

WOMAN: I wasn’t answering back.

SFX: Slaps and beatings

SFX: Woman crying

WOMAN (crying): Ow! Leave me alone! You hurt me… Again

SFX: Woman crying

SFX: Door closure