Making Art Affordable with IKEA
IKEA has long provided people all over the world with affordable, functional design. It’s annual Art Event extends this concept to art aiming to make great art accessible and affordable to everyone. We were tasked with developing a creative concept and campaign to communicate that IKEA is the destination for affordable design and quality products to love, in turn driving consumers in store to purchase.
Art is generally viewed as only accessible for the rich. Most people perceive the average price of a good quality piece of art in the thousands. 68% per cent of Australians believe that a piece of art by a recognised artist would cost $1,000 or more. IKEA wanted to turn this idea on its head, showing people that art can be accessible to everyone.
We unveiled Australia’s first removable art exhibition, where you could take home art from some of the world’s most prominent artists straight from the walls of the iconic Art Gallery of New South Wales. We invited media, consumers, IKEA co-workers and partners to come in and literally take their favourite piece straight from the walls ahead of the 2017 Art Event range hitting stores – all for free!
The art flew off the walls! With 120+ pieces of coverage around the event, tickets to the exhibition sold out within 24 hours. Video content was viewed over 222,000 times on IKEA’s Facebook page - and Weekend Sunrise even paid us a visit!