What’s more common than seeing a mom and her son walk down an IKEA? A reality shared by all, and yet. "My Son" is the testimony of the emotion of a mother who has trouble getting used to the idea that her kid is leaving the nest. Putting IKEA as a witness to this scene and a trusted partner in this unmissable stage of life. Touching materials, measuring furniture, opening them and discovering their storage, checking with a salesperson, go getting the purchases at self-service, paying the furniture and bringing them into the trunk: a classic customer journey, except in the case of a 10-year-old-child, watched by his trembling mother who has not seen her child grow up that fast.