Självständig

Meet SJÄLVSTÄNDIG.
It’s not for everyone.
It’s not meant to blend in.
It’s not mainstream,
and it’s definitely not shy.
So what is it?
It’s whatever

In a world where global trends blur individuality this project aimed to inspire individuality and creativity in home decor. We wanted to empower people who love playful, boundary-free living to express themselves boldly and unconventionally.

Key Insights:

• Inspiration: We aimed to inspire those who challenge conventions and enjoy modifying their surroundings to fit their unique lifestyles.

• Goal: Enable creativity in home furnishing, encouraging rebellious and unconventional decorating choices.

The Reality Check: While the collection emphasized hackability and customization, these aspects weren't the most compelling features.

The Challenge: In a world dominated by likes and followers, the challenge was to help people stand out and claim their unique identity.

My Role: As the lead Art Director, I was responsible for the launch concept, communication strategy, and production of all media assets for this project.

Said in media:
https://design-milk.com/ikeas-sjalvstandig-collection-puts-the-creativity-in-your-hands/
https://www.mydomaine.co.uk/ikea-sjalvstandig-collection
PR-kit:
https://www.ikea.com/ms/en_US/media/pressroom/SJAVSTANDIG/SJAVSTANDIG_Press_Kit.pdf
IKEA.COM:
https://www.ikea.com/us/en/catalog/categories/collections/42084/