IKEA’s bizarre new ad

7 years ago
1 minutes

Love them or hate them, recently IKEA have been refreshing their product range by building genuine partnerships with innovative designers (and no, we don’t mean Kanye).

Their latest collaboration, with Danish furniture design company HAY, appears to take things to a whole new level. At least, according to their latest ad, take a look:

IKEA x HAY — Ypperlig Collection (Teaser) from Morten Kühl Christensen on Vimeo.

Make of it what you will, the ad suggests they’re pushing their vision far beyond the original flatpack approach that’s led them this past 70+ years.

The new collection, ‘YPPERLIG’, doesn’t hit stores until 2017, but this abstract ad from agency NIKEXTENSION showcasing the collection’s raw materials certainly intrigues.


We’re not sure someone living in such a luxurious, classic apartment would be shopping at IKEA but that, surely, is the point.

Raising their game by working with leading designers is part of their plan to reinvent themselves for the increasingly sophisticated apartment market.