Bronze Spike
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CategoryA09. Environmental Design
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
Design/Advertising Agency:TBWA\HAKUHODO Tokyo, JAPAN


Name Company Position
Kazoo Sato TBWA\HAKUHODO Executive Creative Director/Creative Director
Chino Yamaguchi TBWA\HAKUHODO Copywriter
Katsuhiro Shimizu/Keisuke Shimizu TBWA\HAKUHODO Graphic Designer
Jeong-Ho Im mount inc. Art Director
TYO monster TYO monster Production Company
Daisuke Umeyama TYO monster Producer
Masahiro Shoda Photographer
Takeshiro Umetsu mount inc. Techinical Direction
Yuichi Hagiwara mount inc. Produce/Project Manegement
Yoshitaka Kobayashi TBWA\HAKUHODO Promotion Planner
Masashi Matsukura TBWA\HAKUHODO Interactive Planner
Ilet System Depelopment/HTML cording
Marie Nakajima TYO monster Production Manager
Yusuke Ueda TYO ID Producer
Toshiya Shuto TYO ID Production Manager
Kotoringo Music
Shinichi Mita kiki Stylist
Eito Furukubo otie Hair Make
Toshihiro Yoshii/Kei Kaneko TBWA\HAKUHODO Account

Brief Explanation

Japanese homes are really quite small and many have weird shapes. Due to the limited space, Japanese people have never cultivated an interest in home furnishings. IKEA need to demonstrate “more effective use of space” inspiration to motivate home furnishing interest.

The Brief

“Products that offer more effective use of small space/dead space in a home” is the concept behind IKEA products to make a comfortable life at home in Japan in 2012. Our mission was to deliver the message of “the best way to utilize space” in a relevant way and enhance the presence of IKEA with unique, stylish, fun, ‘IKEA’ design.

How the final design was conceived

Design room sets and install them using in “SUKIMA areas” – the narrow spaces between buildings - and link them into a street GALLERY where people can the tangible benefit in a unique and entertaining way. We also launched a website to introduce the gallery and featured a promotion to give away each furniture set to an audience member chosen from those who clicked the Like! button.

Indication of how successful the outcome was in the market

Over 100,000 people visited to the outdoor gallery street. The website captured 188,000 PV, with thousands of “likes!” in one week.