Full of ideas and inspiration, the annual IKEA catalogue launch is something design enthusiasts look forward to every year. For 2017, however, instead of just showcasing design for various living areas, the catalogue will also feature its concept of Democratic Design - IKEA's design principle that forms the core of IKEA products.
To bring the focus back to the heart of IKEA, the Milton team conceptualised and delivered an event which is steeped in the roots of the IKEA spirit. The result was an unpretentious and heart-warming dinner event, for IKEA and their media friends.
Embracing the IKEA belief that "It starts with the Food", the event centered around the communal dining area. Here, media guests not only learnt more about Democratic Design and IKEA's new offerings, but were also treated to a smorgasbord of food, made with ingredients from IKEA's food market.
For more insights into Democratic Design, the media was also brought on a complete tour of individual exhibition areas for each of the 5 Democratic Design elements, set-up around the dining area.