The goal of IKEA PS 2012 was to launch the collection, whilst drawing attention to the concept of democratic design. PJADAD wanted to demonstrate how consumers actually use their products, and allow more external influences into the process.

The result was a global campaign in two parts; on the one hand making reference to the company’s history, on the other starting a new chapter of the same. A chapter in which the customer’s creativity and interest in design was integrated. Each piece of furniture’s story was begun by IKEA, narrating the unique design process, and then picked up and continued by customers who documented the piece in the context of their own homes.