IKEA partners up with Rage Rooms
2. The Insight
IKEA has always been about making the home a place of comfort and reliability. But how do you prove, in a bold and memorable way, that even when life gets messy, IKEA will always be there for you?
1. The Challenge
Life Falls Apart… Beds Shouldn’t
Life is chaos… From bad days at work to breakups, we all have moments where the world around us feels built to break. But, no matter how messy life gets, at the end of the day, there’s always one place we can count on to remain untouched: our bed.
The Big Idea
3.
“Life Falls Apart… Beds Shouldn’t.”
In select cities, IKEA takes its most peaceful product into the most chaotic place imaginable… a rage room. Guests are free to smash, shatter, and destroy everything in sight, but one thing is always off-limits: a perfectly made IKEA bed, standing calm in the middle of the chaos. It’s a living metaphor. When life unravels, your bed is the one thing that never will.
The Experience
Somewhere between your seventh swing and your twelfth smash, you notice it.
The bed.
Still perfect.
Still glowing in the middle of the wreckage.
And that’s when it clicks: In a world built to break, your bed is the one thing that should hold. IKEA makes this a reality.
So, naturally… you take a selfie and post it to the internet.
