I just got back from working on IKEA's presence for the Milan Design Week 2017. It was a fun and very intense experience – a 3.500 sqm event and exhibition called the IKEA Festival. I especially enjoyed working in a team of +10 different nationalities all working towards the same goal. It was very inspirational and life confirming. Being nominated for Best Show in Milan – a first for IKEA – and the fact that it was their most successful PR event to date was simply fantastic. A big thanks to all the great people that contributed along the way.
As one of the creators of the event program for the IKEA Festival in Milan 2017, I was asked to create a new format for a design competition for students that IKEA can own going forward.
We only had three weeks so I immediately starting collaborating with IKEA Italy and IKEA HQ to make everything come together.
My tasks included: Planning the 1,5 hour show, writing the invitation, the brief, the feedback guidelines for the judges, coaching the finalists in presentation techniques and providing them with a presentation structure. To ensure a smooth execution I also briefed the event manager plus light and sound technicians. To ensure good footage I also made sure the that the two separate camera crews were up to speed.
And lastly I hosted of the show which was a lot of fun. The panel included Marcus Engman, Head of design at IKEA, Belen Frau, CEO of IKEA Italy and Sabine Berntsson, Business Area Manager, IKEA. The format is now known as IKEA Democratic Design Challenge.
It was a big privilege to go to Hyper Island Stockholm and spend a day with a crowd of 50 likeminded professionals to discuss what the future might look like – and what the curriculum should look like to meet the needs that will arise the near future.
IS THIS #BiggerThanYuge?
A movement is stirring – and it is not because of advertising – but what is starting to happen right now in advertising are signs of the times and it’s awesome!
After a period of feeling somewhat unhappy with my industry I’m now starting to see a real positive shift. A recent article from The Guardian also suggests that big brands are moving into activism. I agree to this and if it's done for the right reasons it can become truly powerful.
Here are a couple of recent and very significant examples that are all pointing in the same positive direction – the opposite of what we’re all sensing in the world these days. With very powerful means they aim to break down barriers and remind us that there is more that unites us than divides us.
There is one from Danish TV2 has over 200 mill views called "All that we share". Another one called "Equality" is from Nike - beautiful and almost political. And the one from Diesel "Make Love not Walls" is just full on.
If you like the hashtag #BiggerThanYuge please use it every time you see something positive :-)
(this was first posted on Adverblog.com)
In my company, Nikextension, we've created the concept for and are now producing an IKEA festival during the Milan Design Week in April, 2017. It's the biggest project I've ever worked and I'm learning a ton. See you in Milan?
Since I'm always the one teaching at Hyper Island, it makes it extra special to receive this certificate – and it was a great course too. The art of facilitation is a tricky one but it's useful for so many different things.
In October we shot a documentary-style film for IKEA. The objective of the film is to anchor the creative strategy within a specific area. We went to nine locations in four days in combination with shooting in Copenhagen. The people were so kind to us everywhere, and it was rather convenient that I was able to direct in Spanish! We owe our local Production managers Joan Cobos and Laura Martín a big gracias.
This is the Digital Media Creatives '17 of Hyper Island. They just completed their first module with a very powerful exhibition of "New tech for old people", a "Creative Survival guide for non-Hypers" and personal video from each of the students. I ran the module as the Industry Leader and it was a true pleasure working with this super talented bunch. Thanks for making me proud guys!