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IKEA
Visual Navigation

Visual framework and concept IKEA
Creative Director at ACNE

IKEA launched a new ikea.com, a more personal, inspiring, and globally unified digital experience serving millions of visitors every day.

Acne was commissioned to develop the creative concept and visual approach for the series and systems category, as well as the site’s visual navigation. The ambition was to create an intuitive and accessible structure while maintaining a warm, human-centered expression.

The concept continues to run across IKEA’s global digital experience today, supporting consistent navigation and brand expression at scale.

I led the creative work from strategic development through execution, shaping the concept and guiding its implementation across the platform.

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Visual navigation. A brand new, more inspiring and humane visual approach for the navigation.

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Series and systems. The category got a brand new look, embracing each categories unique qualities and attributes.

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David Hammarström
Creative Director