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  • IKEA uses furniture to symbolise emotions
  • IKEA uses furniture to symbolise emotions
    IKEA UK (2016) ©
SIGNAL

IKEA uses furniture to symbolise emotions

In IKEA’s latest campaign, its furniture is renamed in honour of Sweden’s most common relationship woes. By offering its products as solutions to personal problems, it shifts its role from a picture-perfect furniture retailer to a brand with emotional purpose.

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