01

IKEA Hej

Future of loyalty & engagement

Role
Design Consultant
Context
Elisava × IKEA Xplore Studio
Year
2025–2026
Type
Strategy, Concept Design

01 — Challenge

How can IKEA transform loyalty and engagement for Gen Z, turning the store into a space for real connection, belonging, and cultural lore?

Gen Z playing a board game at an IKEA table

02 — Solution

IKEA Hej is a facilitator that helps people make connections by capitalising on the IKEA store experience. Hej brings people together over the personal topic of ways of living to create a meaningful IKEA journey and perhaps a deeper connection or friendship. 86% of Gen Z surveyed were interested in using it.

IKEA Hej app screens IKEA Hej poster
To create a better everyday life for the many people of tomorrow

Next project

Moco Scratch