IKEA's '25 Square Metres of Syria' Replicates a Syrian Home
Joey Haar — November 10, 2016 — Social Good
IKEA, the Swedish flat-pack furniture retailer, has unveiled a poignant new installation called '25 Square Metres of Syria' in its flagship Norwegian location. The installation is a replica of an apartment in Damascus, and it is meant to give shoppers the opportunity to see authentic living conditions in war-torn Syria.
IKEA stores are notable for their showrooms, which are completely furnished rooms featuring the company's own products. 25 Square Metres of Syria plays off of this aspect of IKEA's stores, explaining the various impoverished aspects of a typical apartment in Syria with the same placards that normally adorn IKEA's comparatively luxurious products.
25 Square Metres of Syria is inspired by a real Syrian apartment -- that of a woman named Rana who lived in a similar space with her four children.
IKEA stores are notable for their showrooms, which are completely furnished rooms featuring the company's own products. 25 Square Metres of Syria plays off of this aspect of IKEA's stores, explaining the various impoverished aspects of a typical apartment in Syria with the same placards that normally adorn IKEA's comparatively luxurious products.
25 Square Metres of Syria is inspired by a real Syrian apartment -- that of a woman named Rana who lived in a similar space with her four children.
Trend Themes
1. Authentic Replicas of War-torn Areas - With the rise of experiential marketing, empathic retail experiences can be created for customers through the use of authentic replicas of areas affected by war.
2. Socially Conscious Retail - The popularity of IKEA's socially conscious installation '25 Square Metres of Syria' demonstrates a growing demand for retailers to address real world issues and encourage political engagement among customers.
3. Repurposing Spaces for Art Installations - Art installations within retail spaces can serve as not only aesthetically pleasing advertisements, but meaningful representations of real world issues and even provide a platform for political activism.
Industry Implications
1. Retail - Retailers can create more meaningful experiences for their customers by incorporating authentic replicas or art installations that address real world issues, such as IKEA's '25 Square Metres of Syria'.
2. Museums - Museums and cultural institutions can explore the use of authentic replicas and immersive installations to create empathic and educational exhibits that educate visitors about different cultures and societal issues around the world.
3. Event Planning - Event planners can create meaningful and impactful events by incorporating installations and experiences that address important social issues, such as refugee situations around the world showcased in IKEA's '25 Square Metres of Syria' installation.
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