‘Make yourself. At home.’
It often feels as though we disproportionately celebrate the successes we achieve outside the home; as though what we do at home isn’t as big or meaningful as the things we do outside of it. But that isn't how IKEA sees it. Home is where it starts. Home is uniquely where we blossom into who and what we want to become. Because home isn’t merely the place we leave and return to. Home is a canvas for our dreams and ambitions.
To showcase this insight we took something well known (the expression ‘Make Yourself At Home’) and gave it new meaning (‘Make yourself. At home’). What’s more, it’s something only a brand like IKEA could say, which is really the best part.
