Mission: To bring cheap sustainable food, by mobile units, to the many people, focusing on millennials.
IKEA Food is a big company that provides food for the many people, and with that comes great responsibility in serving good food on all scales. Our team was asked to come up with an idea on how IKEA Food could reach millennials around the world in a new and interesting way using mobile units.
My role during this project included concept development
and ideation as well as copywriting and project management.
Through qualitative and quantitative research we found out that millennials like to share their opinions through social media and care about things like sustainability, health and transparency.
The tension is that Millenials don’t see IKEA food as a sustainable option to their fast food habits. We therefore asked us following things: How do we pay homage to the many clever solutions IKEA has to offer for living in small spaces? And how do we make it mobile and worth sharing on social media?
an we change the perception about IKEA as a food brand and habits regarding food trucks?
In a world where everything moves faster and people spend less time at home, it’s easy to feel stressed and lost. It’s hard to find somewhere you feel safe, somewhere to hang out and that’s where IKEA wrap up comes in. We wanted to pay homage to the many clever solutions IKEA has to offer for living in a small space. We also wanted to mirror IKEA's strive for sustainability.
IKEA Wrap up is a concept that builds on the evolving world we all live in. The restaurant is a container that unwraps itself and becomes a spacious hangout around a full-size kitchen at its very heart. On the roof of this unwrapping restaurant, there are solar cells to provide for some of the electricity needed. The furniture surrounding the restaurant will be from IKEA as well as the kitchen appliances and tools at it.
We wanted to see IKEA Food's most popular dishes translated to a format that is easy to grab and eat on the go. Instead of serving on plates we believe that wraps and rolls are the way to go. This means that IKEA would save paper plates, plastic forks and other material that affects the environment.
Patrik Kantola - Designer
Kevin Artois - Copywriter
Due to a NDA we can't show the fully formed concept to this date.