In June 2025, during Design Days in Chicago, IKEA U.S. introduced a pop-up showroom at Fulton Market Design Days, placing the brand directly within one of the most design-conscious and commercially influential environments in the industry.

Nudawn Marketing Group partnered with the IKEA team to curate a media and influencer reveal experience that aligned with that ambition and one focused on the objectives to build awareness, shift perception, and establish relevance within a new audience.

The debut centered around two collections that reflect where the brand is going next: the MITTZON series, designed for modern business environments with flexibility and function at its core, and the STOCKHOLM collection. Together, these collections represent scalable solutions for businesses of all sizes delivered with the affordability and thoughtful design IKEA is known for.

Bringing the Vision into the Room

Nudawn approached the experience with a focus on alignment. Design Days is a moment where brands are experienced through a different lens. The audience arrives with expectation—of quality, of intention, and of clarity in how a brand shows up.

The environment needed to reflect the strength of the collections while creating space for connection, conversation, and discovery. Guests were invited into a setting where the new lines could be experienced as part of a cohesive, lived environment that spoke to both functionality and design sensibility without needing explanation.

Every element of the experience worked together to support that understanding.

Curating the Experience

Nudawn led the curation of the event, from vetting and securing the talent and service providers to shaping the flow and overall guest experience. The balance was intentional.

Each partner was selected with purpose -ensuring that the energy, execution, and details throughout the space aligned with IKEA’s vision and the expectations of the Design Days audience. The experience unfolded with a natural rhythm, allowing guests to move through the showroom, engage with the collections, and connect with one another in a way that felt effortless.

The experience carried a level of sophistication that resonated with the design community, while maintaining the accessibility that defines IKEA’s brand. It created an environment where the collections could stand confidently within the broader design conversation—reflecting both innovation and approachability.

A Moment That Connected

The response was immediate.

Media and influencers engaged fully with the space, capturing and sharing the experience in ways that extended beyond the showroom. Conversations formed organically, and the collections were received with a level of interest and appreciation that aligned with the objective of the moment.

This was about more than visibility.

It was about positioning IKEA for Business as a meaningful player in a market seeking affordable, intelligent, and well-designed commercial solutions- particularly as organizations continue to navigate evolving workplace needs and return-to-office dynamics.

What This Work Represents

The IKEA Design Days activation reflects Nudawn’s ability to operate within moments that matter, and shows how we:

Translate brand ambition into lived experience
Curate environments that support both storytelling and engagement
Align execution with audience expectations
Deliver experiences that resonate beyond the moment

This is how Nudawn works - with awareness, intention, and precision.

For IKEA, Design Days marked a step forward—an introduction into a new space with clarity and confidence.

For Nudawn, it was an opportunity to bring that vision into experience in a way that connected, resonated, and moved naturally into the broader design conversation.

Nudawn Marketing Group — Where awareness shapes experience and experience drives what’s next.