Families are at the core of IKEA’s business: old and young, traditional and modern, family by blood or not. And in the UAE, IKEA faces a bigger challenge to be relevant to all of them, as the population is composed by mostly of expats.

IKEA found in rooms everyone loves the right vehicle to sell furniture in a way everyone could connect to. In this campaign, IKEA replaced all the furniture of some of the most iconic families on TV by its own furniture, that created visually striking versions of living rooms, made for real families in the real world.

´Dhs´ is the symbol of Dubai´s currency: Dirhams.

If someone finds an idea room décor on TV, they sure will find an affordable way to bring it to life at IKEA. But to prove that was no easy task. After three of the most iconic family rooms on TV were selected, the research team had the task to replicate them with IKEA furniture only.

· First, thousands of items were collected from IKEA’s catalogs to find the perfect furniture for those iconic spaces.

· After a two-month search, the final pieces - similar or identical to the TV show spaces - were chosen.

· The selects were then sent to a 3D artist, responsible for integrating seamlessly IKEA’s furniture to the iconic TV living rooms.

· Each room, meticulously put together, became a print ad and a