This fall IKEA launches a new communication approach on its home market of Sweden. The concept WHERE LIFE HAPPENS dramatizes various aspects of IKEA’s genuine presence in peoples’ everyday life. Through this constant interaction IKEA continuously learns about how people live and what they need. Their lifestyle sparks the inspiration to develop products and solutions that fit with everyday life in an even better way.
 
IKEA is right there where life happens, whatever happens - and is not afraid to show it like it is. Living in two homes with divorced parents is a reality for many children in Sweden. IKEA can ease this situation and perhaps also ease some bad conscience among single parents and help acknowledge the children.