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IKEA

LÅNGBORD

The challenge

Modern life means less shared mealtimes

For IKEA, the kitchen is the heart of the home. It's where connections happen and family and friends get together. But for many customers, modern life means less shared mealtimes and performative pressure to ‘get it right’.

Sense the

Opportunity

When social feeds burst with beautifully curated dining and performative perfection, hosting can bring its own pressure.

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IKEA is about real people in real homes. And sharing a meal looks different for everyone - from family dinners in small apartments to multigenerational gatherings and creative living setups.

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We spotted an opportunity to show that connection, not perfection, is what makes a table worth celebrating.

A Place where Everyone’s Invited

All are welcome

Shape the Concept

In Sweden this is epitomised by the LÅNGBORD, a long table ideal for communal dining. A physical symbol that shows all are welcome.

We created a tablecloth with a difference. Our LÅNGDUK encouraged doodling at the long table with every mark a memory added to the table tapestry. A keepsake that told stories, capturing the magic of the occasion forever. Something that says “we were here”.

Styled dining table featuring hand-drawn illustrations and shared meal details from the IKEA LÅNGBORD creator campaign

Creator setting a communal dining table with the IKEA LÅNGDUK tablecloth inside a bright modern apartment.

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Scale the impact

Inspiring IKEA Family members

We scaled the movement by sending 400 bespoke LÅNGDUK kits to creators across 26 IKEA markets, sparking a wave of unboxings and self-hosted LÅNGBORD dinners.

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Each post added to a digitally connected table stretching from Sweden to China, with captions including the dining occasion and users tagging their location.

The Results