It's not often that you find a mainstream retailer choosing to fill their products with what some might consider trash, but the newest IKEA pillow, designed by Charles Kaisin, is making waves amongst eco aficionados. With the product name "KÜSS," but being nicknamed the Inspirational Pillow, this new IKEA pillow will be crafted using shredded IKEA catalogues that the brand is encouraging consumers to drop off on September 12th at all Belgian IKEA locations to be transformed into filling for the pillows.
Created by the team at DDB Brussels, the campaign brings attention to latest IKEA catalogue that is hitting doorsteps around the world as well as bring attention to the brand's eco initiatives to help reinforce consumers looking for sustainable choices.
Recycled Catalogue Pillows
The Newest IKEA Pillow Features Recycled Paper Filling
Trend Themes
1. Recycled-filling Products - The use of recycled materials as fillings in products presents an opportunity for brands to cater to eco-conscious consumers and promote sustainability.
2. Upcycled Catalogues - Transforming discarded catalogues into new products showcases a potential market for upcycling initiatives and encourages consumer participation in sustainable practices.
3. Eco-friendly Retail - Mainstream retailers adopting eco-friendly practices, like using recycled materials, can attract environmentally-conscious customers and differentiate themselves in the market.
Industry Implications
1. Home Furnishings - Home furnishing companies can explore the use of recycled and upcycled materials in their products to tap into the growing market demand for sustainable and eco-friendly options.
2. Printing and Publishing - The printing and publishing industry can collaborate with brands to repurpose unused catalogues into innovative products, establishing new revenue streams and reducing waste.
3. Sustainable Retail - The retail industry overall can embrace eco-friendly practices to meet the preferences of environmentally-conscious consumers, enhancing brand reputation and attracting a loyal customer base.