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The Drum

Ikea expands 'Make Small Spaces Big' initiative with online 360° from LIDA

Ikea has worked with digital and direct agency LIDA to create ‘Make Small Spaces Big 360°’, amplifying its wider ‘Make Small Spaces Big’ advertising campaign.

The tour shows you how to 'Make Small Spaces Big'

The online video, which takes visitors on a 360° tour of a small flat packed with clever design ideas, aims to inspire decorators to make the most of their small spaces.

Available exclusively to Ikea Family members before being made available to all customers via the retailer’s website, the personable guide invites viewers to nose around the flat and see for themselves how the family has made the best use of their limited living space, as well as picking up product suggestions and design tips.

Radhika Vyas, Ikea Family manager, said: “Small living spaces are becoming the norm more and more in the UK, but we believe that limited space doesn’t have to mean a compromise. We wanted to help our Ikea Family members get more of Ikea by giving them tips and inspiration, and show that by being clever about design, you can unlock the space potential in your home.

“This campaign is all about helping people see how they can make the most of their living spaces – and show how IKEA can help. ‘Make Small Spaces Big 360°’ brings this vividly to life.”

Based on the insight that British homes as 15 per cent smaller than those in other European countries, tour visitors can move about six rooms, exploring design features like tucking a fully functioning utility area into a kitchen before clicking straight through to the relevant product pages on the Ikea website.

LIDA executive creative director, Nicky Bullard, added: “This interactive 360 experience shows us Ikea’s clever storage and space-saving solutions, whilst also playing to our innate British nosiness.”