“LA QUE HEMOS MONTADO”
30 years, IKEA Spain
CHALLENGE
IKEA arrived in Spain 30 years ago.
A milestone we want to commemorate with an attract campaign that allows us to connect emotionally and regain our brand desire.
An opportunity to highlight our social role among all our audiences.
STRATEGY
IKEA is not just another company.
It cames to Spain with a mission to help people build a better home and life.
Its arrival in Spain challenged the status quo of the entire home furnishing industry, and our corporate culture brought a fresh perspective and open mindset to the reality of Spanish people.
In short, IKEA has been one of those few companies whose existence has changed habits and become part of the country's culture.
So we decided celebrate “what we’ve built” over the past 30 years. A better home and better society
A message relevant to all target audiences from two complementary perspectives.
Coworkers: Celebrating this 30th Anniversary with all of them. Enjoy the feeling about everything we have done together to improve people’s lives.
MEDIA &INSTITUTIONS: Higlighting IKEA Spain’s contribution hand in hand with society over the past 30 years, from a perspective of gratitude and recognition.
SOCIETY: Massive 30th anniversary campaign reinforcing IKEA Spain’s contribution to households over the past 30 years.
CLIENTS: Reinforcing the emotional connection with our customers and creating a strong business contribution by leveraging our 30th Anniversary.
IDEA
AN EVENT ON THE FIRST STORE:
We will immerse our guests in a journey through the history behind this cake, where they will also play a leading role and share their point of view.
We will create a dynamic and functional space in the store that will allow visitors to take a linear tour of the most relevant milestones of these 30 years.
Each station will be filled with achievements we can be proud of: everything we have built together over time.
We have all been part of this history/cake. That is why it will be a space open to customers, the press, institutions, and our coworkers, who will enjoy the experience at different times of the day.
IKEA arrived in Spain 30 years ago.
A milestone we want to commemorate with an attract campaign that allows us to connect emotionally and regain our brand desire.
An opportunity to highlight our social role among all our audiences.
IKEA is not just another company.
It cames to Spain with a mission to help people build a better home and life.
Its arrival in Spain challenged the status quo of the entire home furnishing industry, and our corporate culture brought a fresh perspective and open mindset to the reality of Spanish people.
In short, IKEA has been one of those few companies whose existence has changed habits and become part of the country's culture.
So we decided celebrate “what we’ve built” over the past 30 years. A better home and better society
A message relevant to all target audiences from two complementary perspectives.
Coworkers: Celebrating this 30th Anniversary with all of them. Enjoy the feeling about everything we have done together to improve people’s lives.
MEDIA &INSTITUTIONS: Higlighting IKEA Spain’s contribution hand in hand with society over the past 30 years, from a perspective of gratitude and recognition.
SOCIETY: Massive 30th anniversary campaign reinforcing IKEA Spain’s contribution to households over the past 30 years.
CLIENTS: Reinforcing the emotional connection with our customers and creating a strong business contribution by leveraging our 30th Anniversary.
AN EVENT ON THE FIRST STORE:
We will immerse our guests in a journey through the history behind this cake, where they will also play a leading role and share their point of view.
We will create a dynamic and functional space in the store that will allow visitors to take a linear tour of the most relevant milestones of these 30 years.
Each station will be filled with achievements we can be proud of: everything we have built together over time.
We have all been part of this history/cake. That is why it will be a space open to customers, the press, institutions, and our coworkers, who will enjoy the experience at different times of the day.
Part I
AN EVENT ON THE FIRST STORE:
We will immerse our guests in a journey through the history behind this cake, where they will also play a leading role and share their point of view.
We will create a dynamic and functional space in the store that will allow visitors to take a linear tour of the most relevant milestones of these 30 years.
Each station will be filled with achievements we can be proud of: everything we have built together over time.
We have all been part of this history/cake. That is why it will be a space open to customers, the press, institutions, and our coworkers, who will enjoy the experience at different times of the day.
We wanted to look back and highlight some key moments in IKEA’s history.
The day they opened the box and entered homes, changing the way we live in them
The day we debunked myths and discovered that homes could adapt to our lives, to our ways of living... without rigid instructions.
The day we understood that the future is also built, and that assembling well also means doing it responsibly.
And the day we realized that BILLY doesn't assemble itself, that icons don't come alone in the box, and that behind every product there are people who have spent 30 years thinking about how to make everyday life better.
If you put all that together,boxes, ideas, people, decisions, and years...
you don't get just any story.
You get... ‘La que hemos montado’.
1TH STATION: 30 YEARS BEING ICONIC: When we understood that icons don’t assemble themselves
and that behind every product there are people who have spent 30 years thinking about our well-being
At this stop along the journey, we celebrate the real icons behind our story: our coworkers. Especially those who have been part of IKEA in Spain since the very beginning (the 2% of the current workforce).
Alongside them, we shine a light on the other icons that have shaped everyday life at home: the products that became true milestones in IKEA’s 30-year journey in Spain. Not only best-sellers, but pieces that represent key moments of our commercial story (design that reached the many, solutions that changed habits, and innovations that marked new steps for the Brand...)
A portrait exhibition pairing coworkers with these iconic products. Each portrait includes a QR code linking to a dedicated landing page, where visitors can discover the story behind each product, and the coworker who brings IKEA to life every day.
2ND STATION: 1996: SPAIN BEFORE IKEA: When we open the box and enter the houses, changing the way we live in them.
PHOTOPORTUNNITY: We wanted to transport our guests back to 1996, not just observe them, but relive the most deeply rooted memories of our Spanish culture.
That first communion.That wedding of the cousin from the village. Christmases filled with broomsticks and glitter. The birthday of that childhood friend you no longer remember...
3RD STATION: DISASSEMBLING MYTHS: As we disassemble the myths, we discover that homes can adapt to our lives… with no fixed rules
We aim to highlight not only the evolution of interior design, but also the shift in mindset and the brand’s cultural impact. To do so, we will look back at what Spain was like 30 years ago, recall the prejudices surrounding age, family, and gender, see how IKEA entered this context, and show how it contributed to this shift in mindset by empowering society.
An installation of television sets from across the decades, housing an audiovisual archive. This setup serves as a visual metaphor, showcasing how the messages we’ve built as a brand have permeated Spanish culture. To transport ourselves back to the context of that time, we will draw on RTVE’s historical archive and use news clips from May and June that captured the excitement and long queues during the openings of the Badalona and Alcorcón stores.
In addition, we will showcase some of the most significant social milestones in Spain, such as the arrival of the Internet, the economic crisis, and the most popular TV programs that reflected the values of that period.
We will also present the most relevant newspaper headlines, which help highlight that shift in mindset.
Following the context, we will look at several milestones that our society has disassembled, with IKEA as a witness: the myth that life had to be strictly blue or pink; the myth that you could find your crush at 70; or the myth that you couldn't have your own garden in an apartment.
Finally, we will provide a collaborative space for guests to share their own experiences and tell us which myths they have taken apart over these past 30 years with IKEA.
AND WHAT HAVE YOU DISASSEMBLED?"
4RD STATION:
En IKEA hemos trabajados siempre con una idea clara: el diseño debe ser para todas las personas. Por eso aplicamos el diseño democrático en cada producto, combinando funcionalidad, buen diseño, calidad y sostenibilidad a precios accesibles.
Así conseguimos montar algo que para nosotros es muuuy importante, mejorar el día a día en el hogar. Porque el buen diseño no es un lujo, es para vivirlo.
5TH STATION: BUILT WITH OUR LOCAL FAMILY COMMUNITY
For 30 years, our store has grown with our IKEA Family members. Through every visit and every moment shared. This space makes that relationship visible..
IKEA FAMILY CORNER: La que hemos montado… contigo.
As IKEA Badalona celebrates 30 years, the goal is to highlight that IKEA Family is a living community of millions of people and that every member is part of the store’s history, with their own dedicated space within the event. We will follow the same look&feel as the other "stations" WIP mock-up.
6TH STATION: “LA QUE HEMOS MONTADO“: It’s time to proudly celebrate what we’ve assembled together
Like any great anniversary celebration, our main character will be a cake. It will be the final destination of this journey and the meeting point to celebrate the anniversary. 30 years ago, we can say yes, we dismantled many things we had already learned.
But that helped us assemble something much bigger. A life.
LET’S CELEBRATE WHAT WE’VE ASSEMBLED.
HAPPY 30TH ANNIVERSARY”
A cake-shaped stage: it will act as the central set for everything that happens after the 30-year journey and as an iconic installation of our anniversary in stores.
Part II
A COWORKER PATROL, the IKEA squad.
An IKEA coworker patrol takes to the streets. Not to sell. Not to talk about products. Just to do what they’ve been doing for three decades: making everyday life easier for people.
From Primavera Sound and Sónar in Barcelona to major September moments in Madrid, big events often mean long queues and little comfort. The coworker patrols from Badalona and Alcorcón will head out in advance of the anniversary celebrations, offering simple, IKEA-style help so those waiting hours feel a bit easier.
They will place cushions on hard metro benches.
They will hold umbrellas for older people in areas without shade.
They will hand out durable bags at supermarket entrances and help people carry them.
In places where people usually sit to eat their homemade meals, they will set up a table with a tablecloth and utensils.
They will place footrests on park benches.
They will hand out neck pillows to people who are reading.
They will place refillable bottles next to public water fountains.
Creative Direction and Art Direction: Natalia Arias A.
Creative Supervisor: Débora Hillert
Sr. Copywriter: Ana Benitez
Art Directors: Pablo del Valle, Laura Catalina Forero
Producer: Mariam Valencia
@2026