IKEA commissioned the design of a special invitation for IKEA Family Members to celebrate the opening of the new IKEA store in Memphis, Tennessee. Briefed to design an experience that celebrates both iconic IKEA homes & the rich musical culture of Memphis, the project offered a unique opportunity to explore cultural heritage within a commercial brief.

The invitations opened to reveal a popup Beale Street, where recipients could look through the upper windows into beautifully styled IKEA rooms. Touching the hotspots on the invitation launched a unique remix, where Memphis Blues music was reimagined by local musicians into loops and beats created by recording sounds from the home. Drum kits were created from kitchen implements, pianos from the tinkle of glassware and clothes hangers, combined with traditional blues guitars and bass.

The invitations offered an audience activated soundscape that playfully blended the IKEA aesthetic with the cultural heritage of Memphis.

Designed while leading experiential for Novalia.