CGI Design Studio Pleid was chosen by BBH Singapore to develop 3 films for a new IKEA store opening in Singapore. As they embarked on this task, Pleid was given 3 themes that IKEA wanted to highlight as their key values: Wasteful vs. Green/ Reusable, Extravagant vs. Essential, and Square vs. Creative.

With these ideas in mind, Pleid created 3 metaphoric animations as well as a reel that brings them all together. Each of the animations interpret these important values and demonstrate how they are essential in what defines IKEA. Enjoy!