IKEA and Hay

In 2016, IKEA initiated one of their first-ever design collaborations together with the Danish design brand HAY. The collection called “YPPERLIG” was launched in IKEA stores in 2018.

Our mandate was to create a campaign that would tease the collaboration without showing any products. Focusing on materials from the product designs, we created an abstract and surreal film that aimed to leave people with a mysterious and curious, yet tactile, feeling.

Without being able to show any products, we decided to focus on the raw beauty of the materials.

Teasing the launch of “YPPERLIG” through mystery and surrealism.

Press stories.