IKEA – The Life Collection 2022

IKEA shows the real reasons people get rid of their furniture. The Life Collection 2022 shows how death, sobriety and the pandemic prove the need for second-hand stores.

Last year, IKEA made The Trash Collection, a collection of furniture found in the trash and then given new life at IKEA. The point of the collection was to highlight how much IKEA furniture gets thrown away every year and how little it takes to give it a second chance. This year, the furniture retailer shows all the reasons people throw away furniture – to promote IKEA’s second-hand stores that now buy back what you no longer need.

The Life Collection 2022 is an actual collection of IKEA furniture found in people’s homes. Every piece of furniture has been bought back by IKEA because the owner no longer needs it. Everything from office furniture from a business that went bankrupt during the pandemic to a kitchen dining set from the seventies where the owner has passed away. The furniture was collected and sold back at IKEA in their new second-hand stores.

“We wanted to show how we understand that furniture isn’t necessarily useful forever,” says IKEA Global Marketing Manager Roberto Giannone. “Our new second-hand stores are needed because life happens, and we needed a more sustainable way of treating our furniture,” he concludes.

Credits
Agency: TRY
Production Agency: Aparent
Campaign: The Life Collection 2022
Brand: IKEA