Ikea Encourages Upcycling with Launch of 'The Lagom Collection'

Ikea’s new ‘Lagom Collection’ features a range of ‘products’ that don’t cost a thing. From upcycling empty jars to re-purposing tins and making your own trellis, the collection features a series of inspirational ideas and tips to help people live more sustainably. Inspired by the Lagom philosophy, which means ‘using just the right amount to live’, the collection demonstrates how simple changes can give pre-owned products a new lease of life and help people to live more Lagom. An integrated campaign, which includes email and social elements, launches the collection.

John Treacy, executive creative director at Proximity London, commented: “If you want to get consumers engaged in sustainability, then as a brand you have to meet them half way and change your behaviour first. The beauty of the ‘Lagom’ collection is for the first time Ikea isn’t selling anything. It’s inspiring instead.”