Being in the middle of a relocation, I definitely enjoyed the new Ikea online effort: Be brave, not beige. The idea is to give people inspiration to create their own colorful apartments, forgetting about flat colors such as beige. Explore the windows to watch amusing videos and discover how life is different when you live in beige instead of being brave and living in color. The site does quite a good job presenting the products but, most of all, in my opinion delivers in terms of branding. Once again Ikea uses a touch of irony to present itself as a young and “light” brand, that young people will absolutely love.
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