Curators of Sweden


Seven years, 365 curators, no media spent.

IKEA designed the new series Lyskraft together with Scholten & Baijings. The series was based on IKEA’s old classics, hacked in their own IKEA Hacks kind of way. IKEA needed to launch their collection of redesigned IKEA classics in a creative way, and reach out to a young target audience.

Eventually, we didn’t only launch the new series, we launched the mindset behind it – the love for crafting.

"Say goodbye to @sweden, the last good thing on Twitter"


We made Sweden the first country in the world to hand over its official Twitter account to its citizens (for seven years!). Ordinary Swedes posted from @Sweden one week at a time. Tweet by tweet, the image of Sweden was built: dynamic, innovative and deeply human. No censorships. No limits.