The in-store campaign sheds light on the difficult living conditions in war-torn Damascus

In collaboration with the Norwegian Red Cross and agency POL, IKEA Slependen sectioned off a portion of its maze-like complex in its Norwegian flagship location, refashioning the space as a damaged home in war-torn Syria. True to form, the area is a replica of an actual residence in Damascus: a war-torn living quarters complete with brittle cinder blocks, dusted flooring and meager furniture.

Unlike the rest of the Swedish furniture giant’s picture-perfect interiors, the tarnished unit sticks out like a sore thumb, and is intended to raise awareness and build empathy by quite literally stepping into the world of those who haven’t yet fled from the wicked conditions of war.

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