BVD

Assignment
IKEA. In-store campaign presenting the year’s
new products. Guideline for stores; instructions
for material use, hanging, number, location.
Sweden, 1998.

Challenge
The new products had come to play a major role in creating activity and driving sales in the periods between the launch of IKEA’s main catalogue. The challenge was, in a quick, flexible and clear way,
to present IKEA’s new products in the right places around the stores.

Solution
A bold, simplified design like a stop sign, which appeared on everything from façade banners to shelf labels. The choice of material – milky white plastic – was fully in linewith the materials of the new product range, e.g. waste paper baskets, carafes and chairs. Customers were helped to quickly identify what
was new.

Results
Mikael Ydholm, then communications director for IKEA Svenska Försäljnings AB: “In retail circles, the word Nyhet for ‘new’ had become rather overused. The new design, coupled with the use of the word Nytt for ‘new’ gave us a completely different focus and a real boost in sales of the new products.” Blog image