Nature, Food & Play
A brand experience strategy that leverages on community building and basic human needs.
Human beings are social creatures, yes even the introverted ones. People often seek connection and experiences that make them feel at ease and nurtures them.
Community building has always revolved around 3 key aspects :
Nature - Providing people with the context to connect with themselves and others
Food - The driving force for interesting conversations, building relationships and memories. A representation of unique culture and legacy.
Play - Everyone needs a break from the monotony of life. It helps people engage their neuro-physical skills, build healthy competition and connections.
IKEA's exhibit for Milan design week 2025, brought their mission of creating
better everyday experiences to life through three timeless themes strategically showcasing their products, brand impact and relevance.
The exhibit felt just like walking through an IKEA showroom, but more interactive
and fun! Visitors could relax, play games, and enjoy food surrounded by greenery.
They also added fun engagement ideas like sketchpads and colors to get creative, Board games and indoor activities, “Would you rather” prompts with sticker boards
to spark conversations.
It was all about connecting people through simple, joyful moments.