A group of creatives, led by Niklas Jacob, sought out to explain the ever-increasing popularity of IKEA and its flat-packed furniture designs. The satirical project is dubbed IDEA and it is a part of Milan Design Week.
Niklas Jacob equates IKEA to a supermarket where "you have everything," while specialized businesses are associated with butcher shops, vegetable stands and so forth. IDEA offers an interesting insight in the way massive superstores like IKEA affect independent shops. Niklas Jacob invites fellow designers from around the world to reflect and comment on this relationship with their own flat-packed furniture designs. For example, SuperStudio creates 18 pieces "that would not typically be found in large-scale distribution," highlighting the kind of personality and customization in furniture one can't find in a megastore.