Concept development / Design and art direction / Copywriting / Photography and styling / Advertising / Point of sale
IKEA is one of the world’s most successful retailers, and has built its business on creating simple, well-designed and affordable furniture and accessories for the home and office. The Gallery was one of the first creative agencies in the world outside of Sweden to be commissioned to produce a series of country-specific product catalogues. As such, the opportunity arose to evolve the iconic IKEA look and feel by introducing new layout systems, typography and design detail. Concepts for storage, bedding, kitchens and children were directly approved by IKEA’s Global Head of Marketing, and a print run of over 2 million was distributed across four states.
The ‘Dream Organisation’ campaign was built on a catalogue, which differed significantly both in terms of size and styling to previous IKEA print work - the first time a new creative approach to catalogue design had been undertaken in the Australian market. Post-campaign sales increases confirmed the campaign exceeded expectations and was hugely successful.