IKEA Drop Culture
A fictional agency pitch: what if IKEA sold furniture like Supreme sells hoodies?
- Role
- Brand Strategist & Designer
- Team
- Solo
- Context
- Fictional agency pitch
- Tools
- Figma, Adobe Creative Cloud
A speculative brand-strategy pitch that repositions IKEA from 'affordable for everyone' to premium, limited furniture drops inspired by streetwear culture. I developed the positioning, the new identity and the digital touchpoints, from logo animation to website and social campaign.
The premise
IKEA is built on accessibility: the same products, everywhere, always in stock. Streetwear brands like Supreme and Palace built cult status on the opposite: scarcity, timing and identity. The pitch asks what happens if you apply drop mechanics to furniture.
Goal
Reposition a mass-market brand as premium and collectible without losing the design DNA people already associate with it.
How
Timed collections with no restocks, a new visual identity built around a high-end streetwear look, and a full set of digital touchpoints that sell the drop, not the catalogue.
What I designed
- Brand repositioning. From affordable and accessible to premium and limited. Every collection is released as a timed drop.
- Visual identity. Logo redesign, colour system, typography and a photography concept in a high-end streetwear look.
- Digital touchpoints. Logo animation, website UI redesign and a social media campaign.
- Brand guidelines deck, designed in the spirit of the new identity.
Why it's in a PM portfolio
Repositioning is a product decision before it's a design one. The interesting work was defining who the new customer is, what they value (status, timing, community) and which mechanics, like drops, scarcity and countdowns, deliver that value. The identity then follows from the strategy.