Soffa Sans

While on the lookout for ways to expose the hidden creativity in everything IKEA does, Proximity London found a group of people subverting the sofa planning tool for their own amusement; drawing spiral, labyrinthian and phallic sofas. In response they released the IKEA Soffa Sans font, built from 38 different sofa configurations using the planning tool. In 48hrs Soffia Sans generated 84.2m impressions and over 13,000 references on social. Organic traffic to the tool increased by 6,695% and the average time spent within the planning tool increased by 1,023%.