In recent years, Ikea has become known for its unconventional promotional strategies that effectively showcase its products in unexpected ways, moving beyond the typical image of a “multinational brand”. Through its clever communication strategies, Ikea has managed to capture the attention of professionals, media, and the general public, securing a prominent presence within pop culture.

Once again, Ikea's knack for participating in cultural conversations through design and advertising is on display with the launch of a new campaign inspired by the aesthetics of Severance, the Apple TV+ series created by Dan Erickson and directed by Ben Stiller, released on March 21, coinciding with the show’s season finale.

The campaign, conceived by Ikea India, promotes an acoustic divider from the Mittzon office furniture line, emphasizing the concept of privacy with the slogan: “For work that is mysterious and important. Innie or outie, everyone deserves privacy”. This is a direct nod to the geometric, sterile space of the Macrodata Refinement department, the dual identities of the series’ protagonists, and the dystopian, hyper-controlled world of Lumon Industries.

A subtle yet slightly unsettling tribute, the campaign plays with the show's minimalist aesthetic—strongly influenced by the dystopian architecture of Jacques Tati’s Playtime—where design, much like in Ikea’s philosophy, becomes a fundamental and distinctive element.

Opening image: Ikea India's campaign, 2025.