DRÖNJÖNS & DRAGAN is a limited-edition design fantasy game manual created by IKEA Italy that draws on the brand’s distinctive product names as material for fictional worlds. The printed book presents Swedish names typically associated with furniture and home objects and reframes them as fantasy-style terms that can be used within tabletop role-playing games. Rather than introducing gameplay mechanics or rules, the manual focuses on language and tone, treating IKEA’s naming system as a source of imaginative world-building.
The project was launched at Milan Games Week and Cartoomics 2025, where IKEA Italy showcased the manual within a booth combining domestic interiors with fantasy-inspired settings. Developed in collaboration with Ogilvy Italy, the publication features cover artwork by Italian artist Gipi. With a print run limited to 2,000 copies, DRÖNJÖNS & DRAGAN was produced as a collectible object positioned at the intersection of design, gaming culture, and brand storytelling.
Design Fantasy Game Manuals
DRÖNJÖNS & DRAGAN Links IKEA Product Names with Role-Playing Worlds
Trend Themes
-
Brand-integrated Storytelling — Leveraging a company's existing elements, like IKEA’s product names, to create immersive narratives fosters unique customer engagement within storytelling mediums.
-
Fantasy-themed Merchandise — Transforming everyday brand components into fantasy-themed collectibles opens new avenues for cross-industry appeal and fan engagement.
-
Cultural Mashup Experiences — Integrating distinct cultural elements, such as Swedish names with fantasy settings, blurs traditional category lines, creating unique consumer experiences.
Industry Implications
-
Publishing — The creation of themed manuals that blend brand identity with imaginative content highlights opportunities for novel publishing products.
-
Gaming — Incorporating real-world brand elements into gaming environments taps into cross-promotional possibilities and enriches player experiences.
-
Home Decor — Reintroducing familiar home decor references within fantastical contexts allows for creative brand expansions and user interaction paradigms.