Nyfikshult is a two-day celebration in Älmhult, bringing together IKEA co-workers, the local community, designers, and creatives to explore design, craftsmanship, and innovation. TGE was responsible for the design and conceptual work behind the festival’s identity.
IDEA
Nyfikshult’s identity is built around curiosity and inspiration, designed to reflect IKEA’s spirit through play and innovation. The visual system incorporated building blocks and amusement park & workshop references, creating a playful framework that matched the festival’s explorative nature across talks, panels, and exhibitions.
ATTENTION
The identity used a new color palette, setting Nyfikshult apart from IKEA’s usual branding. This bold shift in colors allowed us to challenge perceptions of the brand and present something fresh and unexpected.
DESIRE
With its simple animations and sound design, the identity created a dynamic backdrop for the festival. The playful design heightened attraction by blending the frame and content seamlessly, making the unexpected more desirable.
MEMORY
The identity reinforced the festival’s theme of unpredictability, crucial for an event focused on the future. This fresh visual experience helped visitors form stronger impressions, ensuring that Nyfikshult left a lasting impact.
