1 Room, 3 Aesthetic Styles

Why would a giant corporation like IKEA collaborate with a tiny business like Your Aesthetic Style (YAS)? 👉 A shared service-centered brand promise.

IKEA = “Make the everyday better.”

YAS = “Love the home you live in.”

Most brand collaborations are product-centric. Think #barbiecore. This YAS and IKEA collaboration was service-centric.

This was the third experiential event I coordinated in November 2019, as part of IKEA Oslo’s ‘Hack Friday’ to deter ‘Black Friday’ shopping.

The event started with me presenting the YAS Method and the audience took a mini YAS quiz choosing their favorite one out of three aesthetic styles (design element & principle combinations):
1. 'Contrast & Texture'
2. 'Line & Space',
3. 'Color & Balance'.

We then walked to The Green Room (the showroom with the most sustainable products 😏). One of IKEA's interior designers highlighted the eco-friendly items in the room.

Finally, I redesigned the room in three ways; demonstrating how to rearrange and style the same decor based on the three different aesthetic styles.
Can you spot the differences? 👀

It was an innovative and refreshing experience for our customers and because of having similar brand promises - the concept fit like a glove!

When it comes to brand collaborations rooted in service and sustainability, there’s a ‘blue ocean’ of possibilities, yas!