As a tribute to its origins in Älmhult, Småland, the IKEA Museum launched a collection inspired by the post code 343 36, the site of the first IKEA store. The collection debuted on 30 May 2022 at the IKEA Museum pop-up shop during the H22 City Expo in Helsingborg.
IDEA
Shot at sunrise against iconic Älmhult landmarks, the campaign highlights the town’s quiet beauty and its global impact. The playful design combines global reach with local pride, celebrating IKEA’s roots in a culturally significant way.
ATTENTION
Referencing post codes as symbols of identity, the collection puts Älmhult on the map in a fresh, modern way. The bold use of “343 36 ÄLMHULT” in strong colors draws attention, transforming everyday objects into statements of pride.
DESIRE
The collection taps into the emotional connection people have with places. These are not just objects – they’re a way to own a piece of IKEA’s story, giving customers a tangible link to IKEA’s heritage.
MEMORY
This collection serves as a homage to IKEA’s origins, turning Älmhult into a cultural symbol. It transforms simple items into personal connections with IKEA’s legacy, reinforcing the brand’s deep sense of roots and identity.
