The Goodnight Club IKEA
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IKEA took over one of the world’s loudest, most crowded spaces—Times Square—with something unexpected: stillness. A massive 3D billboard displayed a hyper-realistic IKEA bedroom and a woman inside it, calmly going through the rituals of rest: reading, stretching, dozing off.
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We also created a series on social that reimagined iconic American landscapes as oversized sleep spaces. Inspired by the aesthetic of UGC, each scene felt like a familiar travel moment—until IKEA products began to overtake the setting in a faux Augmented Reality-like style. Bed and pillows transformed the landscapes into immersive dreamscapes, visually reinforcing the idea that great sleep can happen anywhere—with IKEA.