With the experience created by TRO,
IKEA Italia interacted with people through art.

Milan, xxx April 2023 During the Milan Design Week IKEA Italia promoted an unprecedented experience that leveraged imagination and the desire to create. The brand has involved people with an installation inspired by the concept presented for the IKEA Design Week, "Assembling the Future Together", which looks to the future by interactively involving IKEA Family members, allowing it to strengthen brand awareness and actively involve them.
An exclusive and experiential moment was dedicated to IKEA Family members inside the exhibition space created in the heart of the Design District on Saturday, 22 April. In this area, reserved for members only, it was possible to feel every expression of the brand: design, attention to detail, creativity and availability.
IKEA Family members were welcomed by hostesses who invited them to participate in the artistic activation. The work, created with the "Paint by Number" technique, allowed the participants to be protagonists in its creation.
To make the atmosphere even more welcoming, the inevitable food area, where an aperitif was offered in perfect IKEA style.
The co-creation work is Cubist-Kandinskian inspired and uses simple geometric shapes based on the shape of the Allen key, an iconic element of the brand and protagonist during IKEA Design Week. The Allen key is a symbol of the ability to unite and compose to create a unicum, a functional, practical object with a high level of design, hence the desire to highlight it within the artistic work.
The complete work read the phrase “Together is the key”, indicating the importance of collaboration for the brand.
The canvas was coloured progressively with everyone's contribution: over 500 people gave their contribution, their creative imprint, to the painting. The result? A polychromy that represents the collaborative world.