Ikea: The Lagom Collection by Proximity London

A new collection from Ikea – the ‘Lagom Collection’ – features a range of ‘products’ that don’t cost a thing.

From upcycled empty jars to repurposing tins and making your own trellis, the collection features a series of inspirational ideas and tips to help people live more sustainably. And none of the unusual household goods cost a quid.

Inspired by the Lagom philosophy, which means ‘using just the right amount to live’, the collection demonstrates how simple changes can give pre-owned products a new lease of life and help people to live more Lagom. An integrated campaign created by Proximity London, which includes email and social elements, was used to launch the collection.