Kevin Bolleteau I Motion & Design
Kevin Bolleteau I Motion & Design
How to communicate that IKEA is the destination for affordable design, quality products to love and drive consumers in-store to purchase?
IKEA has long provided people all over the world with affordable, functional design. Its annual Art Event extends this concept to art aiming to make great art accessible and affordable to everyone.
Art is generally viewed as only accessible to the rich.
Most people perceive the average price of a good quality piece of art in the thousands. 68% percent of Australians believe that a piece of art by a recognized 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.
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 favorite piece straight from the walls ahead of the 2017 Art Event range hitting stores – all for free!
120+ pieces of coverage around the event
Tickets to the exhibition sold out within 24 hours
222,000+ times views of the hero asset on IKEA’s Facebook page