The world loves IKEA. And no place more than Doha, in Bahrain. Not because of its value for money or convenience (people had to travel to Saudi Arabia to get their furnishing fix), but the love of colourful ideas that make their homes
In 2012, IKEA announced that Doha would finally get its very own store. Agencies in the MENA region were invited to pitch their ideas oh how best launch there.
The focus was showcasing the catalogue and its seemingly endless solutions on how to transform a home. So how do you make an idea out of a catalogue? Make it the star. The concept of 'Hello Beautiful' was born out of listening to focus groups where people would describe their love of the beautiful things that the store promised and how the catalogue was like a friend, always there to give good advice.
Role: Creative Lead + Copywriting