Saw this clip on Instagram recently and I thought it was just the cutest…
Ikea are known for their outlandish campaigns, clapback marketing and wicked creative so it’s always interesting to see what they churn out next. It’s a pretty clever way of unveiling their new collection for pets. The Lurvig (which means ‘furry’ in Swedish) collection includes sofas, cushions, play apparatus and bed frames for the wee lil furry ones.
Now pet furniture isn’t a new idea but the fact its IKEA and it’s been so amazingly captured in this video means one thing for the brand. The Lurvig collection was conceived by Valencia-based designer Inma Bermudéz, who also collaborated with vet Barbara Schäfer. The collection at this moment is only available in Japan, France, Portugal and Canada, the U.S, but will eventually be rolled out worldwide.
You can see how IKEA formulated the concept just below. Plus pics of the new collection.
Written by: J.R.