Tiny Homes: Spreading out ideas in a small room

For this campaign, BLÅHAJ the shark, the popular IKEA mascot who has garnered fame on social media, has become an estate agent, and rents out a one-room apartment that has been furnished and decorated by IKEA to show how even small spaces can be comfortable. Applications to move into the apartment will be made online from 24 November (Wed) to 3 December (Fri) 2021.

To accompany the launch of the campaign, a series of short videos featuring BLÅHAJ the estate agent will be released on our official Instagram account and at IKEA.jp. These videos will shine a light on why BLÅHAJ left the wide, open seas of Sweden for Tokyo, and how he partners with an IKEA interior design team to put together the 10 m² room. During the campaign, BLÅHAJ will take over the official @IKEA_Campaign Twitter account to tweet about the Tiny Homes campaign in his own words. 

When it comes to furnishing and decorating small spaces, IKEA offers a wealth of solutions and items. As home-furnishing specialists, we offer items that equip and inspire people to use their homes to live as comfortably and as healthily as possible. As the name suggests, the Tiny Homes campaign introduces all kinds of inspiring ideas and solutions from IKEA for living in small spaces.

We are also aware that many have been impacted financially by the COVID-19 pandemic, and we hope that by offering accessible solutions to people who have been affected — especially the younger generation — we can help to provide an even more comfortable way of living. Tiny Homes will be on offer to IKEA Family members at just ¥99 per month, and will feature a wealth of affordable and sustainable ideas for healthy living.

BLÅHAJ, the Tiny Homes estate agent, is scheduled to appear at the IKEA Shibuya, IKEA Harajuku and IKEA Shinjuku city shops, in an indoor room setting made up to look like his office, for the duration of the application period, from 24 November (Wed) until 3 December (Fri). IKEA city shops are primarily targeted towards young people living in one-room city apartments, and offer compact, affordable furniture and sustainable products. Tiny Homes allows customers to experience these city shop room settings in person, and we hope that this campaign will help to make the shopping experience at our city shops even more enjoyable for even more people.

Campaign Overview:

• Name : Tiny Homes: In Small Spaces, Think Big.
• Application Period: 24 November (Wed) to 3 December (Fri)
• Occupiable Period: 15 December 2021 (Wed) to 15 January 2023 (Sun)
• Location : Shinjuku, Tokyo (full address undisclosed)
• Room size : 10 m²
• Number of Rooms: 1
• URL: https://www.ikea.com/jp/en/campaigns/ca00-tiny-homes-pub616dcf20　
• Rental Cost: ¥99 per month (utility costs and moving expenses are to be covered by the tenant)
  ※Applicants must be registered IKEA Family members. IKEA Family is an IKEA membership club with no joining or annual membership fees. From exclusive special prices on products to sign-up and birthday vouchers, IKEA Family allows you to get the most out of IKEA. Please see the site below for details.
  https://www.ikea.com/jp/en/ikea-family/　
  
  
• BLÅHAJ In-Store Appearances:
  24 November (Wed) to 27 November (Sat): IKEA Harajuku
  28 November (Sun) to 30 November (Tue): IKEA Shinjuku
  1 December (Wed) to 3 December (Fri): IKEA Shibuya　　
  
  
• Miscellaneous Information:
  During the campaign period, any customers who spend ¥5,000 (incl. tax) or more in-store at any of the three city shops will receive an original BLÅHAJ face mask. Additionally, customers who can't make it to our city shops during this period can enjoy the BLÅHAJ estate agent AR filter on the official IKEA Japan Instagram account, @ikeajapan.