For two weeks the installation was an initiative to promote Norway’s annual fundraising event “TV-aksjonen”. This year all donations went to the Red Cross, and people living in war and conflict.
IKEA partnered with the Red Cross to promote the cause.
25 m2 of Syria is an apartment at IKEA Slependen (flagship store in Norway).
But it is not one of the "picture perfect" homes that are usually on display.
The apartment is built as a replica of the real home of Rana and her family of 9 in Damascus, Syria.
It was important to get the public involved, and to really understand where the help was going. So the decision to build
a replica of a Syrian home at IKEA was made. IKEA’s vision is ‘to create a better everyday life for the may people’.
So this partnership was both natural, giving and especially relevant for the cause.
The iconic IKEA-posters and price tags told the story of how people live. Lacking food, medicines and access to clean water.
Caught in the crossfire of Syria’s civil war. But most importantly: On every little tag we let the public know just how they could help.