For the presentation of the new IKEA catalog to media and food bloggers, we thought and created out of the box!
Not one, nor two, but 1100 IKEA products came out of their boxes, “climbed” everywhere, took on a new role and gave the space the warmth of a house, where the kitchen is the protagonist.

In this subversive space, the guests had the chance to see the new products of the IKEA catalog, while they also got to know the new concept and philosophy of IKEA, not only through presentations and speeches, but originally and "tangibly"!