IKEA Canada launches ‘Making Space’ campaign to foster diverse talent in creative industries

A woman takes a photo with a camera, reflected in an oval mirror, in a modern kitchen with shelves, decor, and text overlay: "We're using our spaces to make space.

Corporate newsRetail, EqualityOctober 28, 2025

New marketing campaign features three BIPOC photographers capturing the latest in IKEA kitchens

Burlington, ON October 28, 2025 – IKEA Canada has launched a new campaign titled Making Space, featuring beautifully designed kitchens, while celebrating inclusive creative production. To promote a revitalized IKEA Kitchens experience, the renowned home furnishing retailer partnered exclusively with a BIPOC photography team and diverse crew for the multi-day production. Inspired by their ongoing commitment to inclusion and belonging, IKEA Canada made intentional talent selections to actively demonstrate their commitment to ensuring that their creative work reflects the true diversity of Canada in front of the camera and behind the scenes.

“At IKEA Canada, we believe in amplifying voices that reflect the real diversity of our country,” says Jonelle Ricketts, Head of Marketing. “We’re bringing our Equality, Diversity & Inclusion strategy to life by showcasing the BIPOC creatives behind our campaigns—creating visibility, opening doors, and helping shape a more inclusive creative industry.”

A woman takes a photo in a kitchen, reflected in a round mirror on a wooden wall, with pastries on the counter and the text, “We’re using our spaces to make space.”. — IKEA Canada's Making Space campaign featuring architecture photographer Lindsay Reid

Home furnishing retailers produce thousands of images annually, yet only 21% of photographers in Canada are BIPOC. Having representation behind the lens is just as important as showing it on-screen. There is an opportunity in the creative industry to boost diversity throughout the production process. As the largest home furnishing company in the world, IKEA has the power and responsibility to lead change. The Making Space campaign features three talented photographers from historically underrepresented communities who captured kitchen showrooms at the IKEA Ottawa store, bringing their unique perspectives to the work.

“Our vision at IKEA is to create a better everyday life for the many people,” says Selwyn Crittendon, CEO & Chief Sustainability Officer at IKEA Canada. “Inclusion and belonging are essential to the success of our business as it enables us to attract and retain top talent, serve a diverse customer base, and contribute to positive change in society. Our latest campaign, Making Space, is one of the many ways we activate our Equality, Diversity & Inclusion strategy.”

A man takes a photo in a kitchen, reflected in a rectangular mirror on a wall, with wine glasses and a plated meal on the table and the text, “We’re using our spaces to make space.”. — IKEA Canada's Making Space campaign featuring commercial photographer Rohan Dayal

Supporting diversity inside and out

IKEA Canada is a humanistic, values-driven company that believes equality lies at the heart of human rights and that reflects equality in its vision and values. The brand proudly supports the Canadian Centre for Diversity and Inclusion, a national organization dedicated to helping individuals and businesses become more inclusive and free from discrimination. Over the decades, the brand has launched campaigns to raise awareness and give voice to diverse communities. IKEA Canada has four co-worker resource groups (CRGs), which are voluntary networks of employees based on shared identities, backgrounds, or interests. These groups foster learning, allyship, and inclusive change across the business:

The CREW: Supports multicultural diversity and anti-Black racism, celebrating intersectional identities
Rainbow Connections: Advocates for 2SLGBTQ+ co-workers and allies
GROW: Promotes health and well-being among co-workers
BEAM: Encourages gender balance across all functions

IKEA Canada is encouraging other brands to join the movement by working with more diverse photographers and creative talent to bring their campaigns to life. By using their own spaces to make space together, brands can help foster greater diversity and create opportunities for emerging talent to join and thrive in the industry. The Making Space campaign runs from October 28 to November 30, 2025. For more information, visit www.IKEA.ca/MakingSpace.