The Room

On the occasion of the International Day for the Elimination of Violence against Women, IKEA created “The Room”, an in-store project designed to raise awareness about domestic violence.

Starting from a real insight – one in three women has experienced domestic violence – the project turned a showroom environment into an immersive experience, interrupting the shopping journey and encouraging visitors to stop and listen to a real story.

Through an ambient media installation, customers were confronted with a reality that often goes unseen, reminding them that violence can be closer than it seems. The message: sometimes there’s just a wall between you and what’s happening.

The project was implemented across multiple IKEA stores, reaching millions of people and generating strong media and social impact, transforming retail spaces into places of awareness.