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Client
IKEA Nederland
Role
Concept and copy
Created with
Susan Zwijgers, Buro Hobo,
All Day Productions, MOJO
Year
2024
AT LOWLANDS
Finding a quiet, peaceful place to recharge is almost impossible amid the chaos of a festival.
Together with IKEA, we brought DRÖMLAND to life: an immersive, oversized IKEA bedroom to take the powernap of your dreams at Lowlands.
Festival-goers looking for a break from the crowds could step into a dreamlike space filled with soft mattresses, cushions, and blankets for the ultimate disco dutje. A 10-minute audiovisual experience allowed people to relax and recharge before diving back in with renewed energy.
By creating DRÖMLAND we found an authentic way to connect the brand and bedroom range with people who need a good night’s sleep the most. DRÖMLAND gathered lots of buzz online before and during the festival, making the brand activation one of the most talked about (and queued up for) events of the weekend.
Kim Ritskes, 2024 ©