IKEA: Thisables
IKEA wanted to address the challenge of making their existing furniture more accessible for people with disabilities. The brand needed a creative solution to demonstrate its commitment to inclusivity and solve real-world problems for this underserved community. The goal was to enhance IKEA's brand perception by showcasing how thoughtful design and innovation, potentially through 3D printing, could empower individuals and make everyday living easier. They sought to champion the underdog.
Creative Idea
IKEA offered 3D-printable furniture attachments for disabled people, showing how design can make existing products accessible.
IKEA created the "ThisAbles" campaign to design customized furniture attachments for people with disabilities, using 3D printing technology to make existing furniture more accessible and functional for people with different physical needs, thereby championing inclusivity and demonstrating that design can solve real-world challenges for the disabled community.
Creative Strategy Deconstructed
Company
IKEA possesses a global catalog of modular furniture and a core mission to improve everyday life for 'the many.' Their design expertise and scale allowed them to create low-cost, open-source modifications for their existing mass-market products.
Category
The adaptive furniture market is traditionally dominated by medical-grade equipment that is prohibitively expensive and aesthetically sterile. Competitors treat disability as a niche medical issue rather than a standard lifestyle design challenge.
Customer
People with disabilities felt alienated by furniture that 'cried out crippled,' desiring the same stylish, affordable home environments as able-bodied people. They sought functional independence without the stigma of clinical-looking assistive devices.
Culture
The rise of the 'Maker Movement' and 3D printing technology enabled a shift toward decentralized, custom manufacturing. Culturally, there is an increasing demand for brands to move beyond representation into tangible, inclusive action.
Company
IKEA possesses a global catalog of modular furniture and a core mission to improve everyday life for 'the many.' Their design expertise and scale allowed them to create low-cost, open-source modifications for their existing mass-market products.
Category
The adaptive furniture market is traditionally dominated by medical-grade equipment that is prohibitively expensive and aesthetically sterile. Competitors treat disability as a niche medical issue rather than a standard lifestyle design challenge.
Strategy:
Hack the standard catalog with open-source 3D designs to bridge the gap between affordable furniture and accessible living.
Customer
People with disabilities felt alienated by furniture that 'cried out crippled,' desiring the same stylish, affordable home environments as able-bodied people. They sought functional independence without the stigma of clinical-looking assistive devices.
Culture
The rise of the 'Maker Movement' and 3D printing technology enabled a shift toward decentralized, custom manufacturing. Culturally, there is an increasing demand for brands to move beyond representation into tangible, inclusive action.
Strategy:
Hack the standard catalog with open-source 3D designs to bridge the gap between affordable furniture and accessible living.
Results
The campaign demonstrates significant impact across various metrics: - IKEA received widespread recognition, with press quotes stating "Making furniture better" (The Washington Post), "Simple genius" (Fast Company), and "Transforms furniture with 3D printing" (TrendHunter). - The ThisAbles add-ons were developed in collaboration by product engineers and users. - The project became accessible worldwide, with files for 3D printing already downloaded in 127 countries. - It is open-source and growing daily with public suggestions. - Public and political figures lauded the initiative, with Ashton Kutcher tweeting, "IKEA makes furniture more accessible with 3D printing, further proof that tech can make our world more inclusive." The Israeli Minister of Social Equality, Gila Gamliel, blessed IKEA for the project, calling it "an important project that sets another step toward full social equality and a state that is accessible to all its citizens." - IKEA saw a 37% sales increase of products with add-ons (vs 2018). - Revenue increased by 33%.
127 countries
downloads
37%
sales increase of products with add-ons
33%
revenue increase
Strategy Technique
Build an Utility, Not an Ad
IKEA created 3D-printable furniture attachments, providing tangible solutions. This campaign delivered a useful tool, not just a promotional message.
Explore Technique
Creative Technique
Support the underdogs
IKEA empowered the disabled community by providing 3D-printable attachments. This initiative directly supported an underserved group.
Explore Technique
Craft Breakdown
This campaign's exceptional craft lies in its ability to blend empathetic storytelling with innovative technological solutions, demonstrating real-world impact and democratizing design for an underserved community.
The narrative powerfully establishes an emotional connection by focusing on a personal struggle before presenting an innovative solution, making the campaign deeply resonant and impactful.
The visual contrast between the muted, realistic problem-setting and the vibrant, minimalist solution-driven scenes effectively highlights the transformative power of the 'ThisAbles' initiative.
The core of the campaign is the thoughtful and user-centric design of the 3D-printable add-ons, directly addressing specific accessibility challenges with simple, elegant solutions.
The use of 3D printing technology, open-source distribution, and digital platforms to make the solutions globally accessible and adaptable showcases a pioneering approach to inclusive design.
The magic of this campaign comes from the synergy between empathetic storytelling, innovative product design, and accessible digital distribution, allowing IKEA to genuinely democratize design and improve lives on a global scale.
