IKEA's newest SPRIDD collection is targeted at Millennials who live adventurous, "nomadic" lifestyles.
The collections graphics and colors heavily emphasize the fact that it was designed specifically for younger demographics. Each furniture piece, houseware item and accessory is bold in color and wildly patterned, leaving no room for the minimalism and streamlined designs that IKEA most often features. The brand explains that the SPRIDD collection was designed for "free thinkers and today's modern nomad," and although it does not explicitly state that it is for Millennials – the intention with this statement is quite clear.
The SPRIDD collection is IKEA's attempt at further targeting a demographic that often takes advantage of the brand's affordable and easily put-together designs.
Millennial-Targeting Furniture Collections
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Ancient Wooden Tables
Chromatic Shapeshifting Furniture
Compact Furnishing Collections
Handmade Australian Furniture
Active Relaxation Beach Chairs