The home retailer is trying to build a stronger relationship with its customers through sending a personal and unique cross-stitched note

What if you could send an email without an email address? Swedish Swedish retailer Ikea did just that, sending its most loyal customer base handcrafted emails IRL, created by London marketing agency Lida.

Depicting an email window sewn on to hessian fabric, the handcrafted artworks mirror the finer details of a digital email down to the social media logos in the footer and the browser buttons. The effect of the process – sewing each “dot” of the image in a cross, even gives it a pixelated effect.

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