Tiny Homes
Award: Shortlist
Shortlist / E-Commerce / Acquisition & Retention / 2022
In Japan, IKEA is considered a challenger brand. Three new Tokyo shops gave IKEA a way to connect with a growing younger demographic, but research showed they believed IKEA furniture was incompatible with their small spaces. IKEA's iconic soft toy shark turned real-estate agent, BLÅHAJ, was brought in to prove that any space could be a happy home with the help of IKEA's interior design team and clever furniture solutions. BLÅHAJ found, furnished, and rented a real tiny apartment in Tokyo's city center for the low price of ¥99/month, with the entire process being documented through a web series.