Have you ever been inside a house that hasn’t been refurbished, in Saudi or Bahrain?
It’s like going back in time. it’s sentimental, floral, kitsch and it’s everywhere, because they are sentimental and holding on to memories, handed down in the shape of furniture. The old furniture style shows how Saudis used to furnish their houses back in the days, by commissioning a carpenter that has a few templates that are very French baroque or retro, sometimes a mix and match, and that’s the style of all big houses of parents and grand-parents. And the more they spend time with their inherited furniture, the more it grows on them and the less they feel the need to change it. So, at IKEA, we created visuals that illustrate how, when you own furniture for too long, well, you start blending into it. We used them to promote a 70% sale.

The 3 visuals were spread on outdoor and in mall mupis.

The BEDROOM visual transports the viewer in a baroque land of floral patterns and endless shades of pink. It depicts a grown woman, completely blended into her childhood bedroom, that still has all her childhood memorabilia and furniture.

The LIVING ROOM visual transports the viewer in a retro land of ornamental chandeliers, drapes and vintage phones and accessories. It depicts a woman, completely blended among the hand me down furniture that she became half woman, half chandelier.

The DINING ROOM visual transports the viewers in a shabby chic land before there was electricity, where candle light and ancient drapes swallowed rooms. It depicts a family having dinner, completely blended with the settings around them.