Ikea / Nöjesguiden 2012

Nöjesguiden 30 years

Pop-up space

When is a suitable age to move away from home? Well, Swedish culture magazine Nöjesguiden thought it was time when recently celebrating their 30th birthday and moved into a new pop up space, designed like a flat. We at Note and the advertising agency Futurniture created the concept and design of the space, that takes over the ground floor of Hotel Scandic Malmen in the south of Stockholm. IKEA accounted for the interiors. The space will function as an office for the editorial team and a meeting point for their readers until the end of the year.Besides being a fun marketing campaign by a creative company, the idea reaches deeper. The size and style of the “flat” mirrors the living situation of young people in the city; compact, personal and temporary.

Photo: Andreas Slättner