Reuse, renew, recycle: circularity is one of the primary themes of IKEA’s sustainability strategy.

To enhance the value of pre-loved IKEA furniture, DDB (DDB GROUP ITALY) developed a communication activity that accompanied Green Friday, an ongoing project introduced by the brand during 2020 in response to Black Friday’s compulsive consumption that proposes an environmentally effective alternative, inviting everyone to become more conscious and make greener purchases. The goal of each activity is to demonstrate how easy, accessible and rewarding it can be to adopt a circular and eco-friendly lifestyle.
That’s why, on 27th November, for the first time, IKEA went “flea”, popping up with a 100% flea-market-style stand at the Mercatone dell’Antiquariato on the Navigli canals in Milan. The IKEA Circular Market gave visitors the chance to get to know the world and the values of second-hand IKEA furniture, in the birthplace of Italian second-hand culture. Over one hundred used products were displayed on the counter, along with a dedicated IKEA seller, proving that giving a second life to objects is possible, easy and unique.
IKEA’s circularity movement then continued at BASE (Milan), where the brand held the IKEA Circular Exhibition from 3rd to 17th December: dedicated to the encounter between art and sustainability which, in addition to an immersive and experiential journey, hosted a collection of 9 designers who recovered and reworked pre-loved IKEA products, transforming them into works of art that could be purchased through an online auction in support of Legambiente.
The projects were accompanied by a digital and social launch campaign, with dedicated video communication as well as special formats and influencer involvement.