IKEA HAS ALWAYS BEEN KNOWN FOR MAKING DESIGN ACCESSIBLE, FUNCTIONAL, AND DEMOCRATIC. ATELIER BEGINS WITH THAT SAME FOUNDATION, BUT ASKS WHAT HAPPENS WHEN THE HOME IS NO LONGER TREATED AS A NEUTRAL SPACE, BUT AS A PERSONAL STATEMENT. THE INSIGHT WAS SIMPLE: PEOPLE DO NOT JUST WANT FURNITURE THAT FITS THEIR ROOM; THEY WANT OBJECTS THAT REFLECT WHO THEY ARE.ATELIER BY IKEA IS A SPEC PROJECT BUILT AROUND THIS SHIFT — FROM ASSEMBLING FURNITURE TO EXPRESSING IDENTITY. THE CONCEPT OF SCANDINAVIAN MAXIMALISM BECAME THE VISUAL AND VERBAL WORLD: PRECISE, CRAFTED, AND INTENTIONAL, BUT LOUDER, BOLDER, AND MORE EMOTIONALLY EXPRESSIVE. A COMPLETE IDENTITY SYSTEM WAS CREATED ACROSS LOGO, TYPOGRAPHY, COLOUR, PATTERNS, PACKAGING, OOH, POP-UP EXPERIENCES, AND ATELIER SOCIETY. THE PROJECT DOES NOT REINVENT IKEA’S DESIGN BELIEF; IT REVEALS A MORE EXPRESSIVE FUTURE WITHIN IT.