As the world’s largest furniture company, it was natural for IKEA to take part in the Design Year of 2005. The purpose of the participation of IKEA was to involve the public in the IKEA furniture design process.

The aim of the activity was to strengthen the idea that IKEA is serious about design and that the customers can join in and contribute to furniture development. The activity should also attract media attention, direct traffic to the IKEA website and promote the store. The campaign should also link to IKEA marketing and product development.

The solution was that IKEA would launch a nation-wide furniture design competition: ‘Fiffiga Folket (Innovative People) – a competition for ordinary people with good ideas’ was born.

The competition rules were clear and simple: think of a good furniture idea, describe it in words and pictures and get the chance to win 25 000 SEK and get your idea realised.

The designs from the 12 finalists were presented at micro exhibitions throughout IKEA department stores and on the website. All candidates had their own SMS number which the public used to vote for their favourite. The three most popular ideas were selected and rewarded.

The aim of the ‘Innovative People’ competition was to encourage people to take part. IKEA provided idea suggestions such as: ‘designing a drinks cabinet for those drunk with happiness’, ‘a plate for book devourers’, ‘a stereo stand for singles’.

The response was overwhelming – with more than 5 000 entries. 12 designs became prototypes and 3 were voted winners by the Swedish public.

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