IKEA is at it again with a new site called You Need a Quiet Space. The site promotes their bedroom furniture and goes back to the conceptual execution of multiple settings that you can move through to see what is going on. The set-up for each part is that your life is hectic and you need a quiet place to escape – your IKEA bedroom. You explore the setting in slow-motion video by clicking through multiple angles to see the scene and all the furniture.
It is all well done and executed but since this is the fourth or fifth site that used this same core executional concept it is isn’t enough and it is getting worn out and tired. They need to evolve and/or deepen the content to make it feel fresh. There are details like if you want to find out more about the furniture you are taken off the site and back to their corporate site but is a breakdown in the experience. Make the furniture as interactive as the room or something because I expected there to be some small about of information in the microsite and not have the polar options of either the name and price or the whole product sheet.
In the end for me it is a shame that their advertising is starting to feel as modular as their furniture.