Globally Local

IKEA commissioned artists in the UAE, Qatar and Oman to reinterpret its furniture and decor using traditional motifs and materials. Mohammed Al Attar in Oman, Muhra Al Muhairi in the UAE and Asmaa Al Mannai in Qatar each made one-off pieces, shown in store with the story behind them, alongside artist-led workshops for IKEA Family members and a social strand inviting people to share what home means to them.

The brief

IKEA shoppers across Oman, Qatar and the UAE who want their homes to reflect local identity as well as Scandinavian design.

The idea

Artists Muhra Al Muhairi (UAE), Asmaa Al Mannai (Qatar) and Mohammed Al Attar (Oman) reworked IKEA pieces with traditional motifs; the one-offs were shown in store with their stories, beside workshops and social activity.

What to borrow

A global brand can show local respect by giving regional artists its standard products to reinterpret, keeping the design system intact.

Brand	Toyota
Agency	Memac Ogilvy
Talent	Mohammed Al Attar, Muhra Al Muhairi, Asmaa Al Mannai
Channels	in-store, social, digital, on-ground
Source	Communicate Online