IKEA Food

IKEA Food

Role
Concept Development
Service Design
Strategy

Team
Johan Börjesson
Julia Borggren
Lucas Werneman
Jonas Du

IKEA Food wants to reach out to more Millennials and has identified mobile units as one way to achieve this.

Our mission was to design and communicate the IKEA Food mobile experience as a way to reach Millennials.

Process

Process

Our research phase allowed us to gain the insights that Millennials love to have a social interaction when eating and prefer to eat in different environments.

Consumption behaviors are changing and emerging trends like sharing and renting instead of long-term ownership are becoming more popular. Adding to that, a growing urbanization which consequently needs cities to be more adaptive to the needs of the people. We see micro-living as a result of that. It’s about creating and opening new space for people in cities that are growing.

Solution

Solution

We created a cube-shaped mobile unit called GILLE. The mobile unit is fully equipped with an IKEA kitchen, furniture and utensils.

Instead of IKEA cooking the food and serving it, we let people create their own experience by cooking the food themselves. Prepared ready-to-cook meals from the IKEA Food range will be available at the location for people’s choosing.

Boxkullaberg
GIF

The kitchen is free to use by anyone

Sign up in the GILLE Application, locate the cube and book it whenever it suits you.


Together with friends and family

We want to give people a feeling of being somewhere else while enjoying a home-cooked meal away from home.

The concept is aligned with the trends of sharing economy and micro-living. GILLE takes it to the next level by putting the kitchen outside of our homes.


Central

Creating more space. Creating new space.

Creating more space. Creating new space.

Role

Role

My role was to ensure that our creative direction was both following our insights and that our concept added real value for users, but also that our concept was cohesive with the IKEA Food brand.

I learned the importance of a thorough research phase and how meaningful it is for delivering a quality solution. Thanks to our research, we didn’t just deliver a creative concept, but an actual solution that adds value for the users.