As stores shift toward smaller footprints with more emphasis on entertainment, we created a Live Studio that invited local creatives to collaborate. Our approach was to work with IKEA & local creatives to infuse real city life into IKEA's new flagship store on Oxford Street. By making content with communities rather than for them, IKEA built stronger bonds while keeping the space fresh and evolving.



To elevate the experience, we developed an in-store design system that seamlessly connected shopping areas with the studio and its immersive media, guiding visitors fluidly between products and entertainment throughout the store.