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.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in