‘Ideas are our most valuable resources’ is the title of the new TV and online campaign. BASICS set designer KATHLEEN was at the key visual shoot for IKEA’s new sustainability campaign, for which bedspreads made of wood, bowls made of corn, and lamb furs made of plastic bottles were staged like in a theater. It was photographed by Berlin-based photo duo Eyecandy, aka Fanny Husten and Juliette Mainx, who are famous for their original color constellations. Thanks also go to the marketing agency thjnk. The video is by Johannes Nißl @Stuttgart. What a team!
According to the latest sustainability report, already 60 percent of all materials used by major furniture stores are made from rapidly renewable raw materials or are recycled or recyclable. By 2030, Ikea’s proclaimed milestone, all materials will be made from natural or recyclable raw materials.
Kathleen, a native of Berlin, has been working as a multidisciplinary artist at the intersection between graphic design and photography since she finished studying Visual Communication at Berlin University of the Arts and the Bordeaux School of Fine Arts. Kathleen is distinguished by the way she creatively realizes the wishes of her clients from still life worlds to large-scale set designs, marked by her very personal signature style. With plenty of attention to detail and lots of enthusiasm, she experiments with shapes and colors, combining a wide variety of materials. “I am interested in telling a story,” Kathleen explains her visual worlds and, “in ideas which, as constructed illusions, can become a complex visual experience like the composition of an image.”