| Title | IKEA SUKIMA GALLERY |
| Brand | IKEA JAPAN |
| Product / Service | IKEA HOME FURNISHING |
| Category | A09. Environmental Design |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| 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 |
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.
“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.
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.
Over 100,000 people visited to the outdoor gallery street. The website captured 188,000 PV, with thousands of “likes!” in one week.