IKEA Indonesia makes space for life's changes in 'Luangkan ruang' campaign

IKEA Indonesia is encouraging consumers to rethink how they use the space they already have through its latest brand campaign, "Luangkan ruang, agar yang berarti selalu punya tempat" ("Make space, so what matters always has a place").

Launched on 23 July and running for approximately three months until 11 October for its L1 campaign phase, the initiative aims to strengthen IKEA's brand and deepen emotional connections with consumers, while also reaching a wider audience and driving visits both online and in-store.

The campaign is built around a familiar tension: while people's lives and needs continue to change, the size of their homes often does not. As households gain new members, routines evolve and new hobbies emerge, IKEA argues that the challenge is less about finding a bigger home and more about making existing spaces work harder.

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"From what we often see, people feel that their homes are no longer big enough. But when you take a closer look, what has actually changed is not the size of the home, but how they use the space within it. Take the bedroom, for example. It is now often used for a variety of activities and functions as well. That led us to look for solutions that are genuinely suited to the way people live their everyday lives," said Alfinda Krista Rahardyana, interior design leader at IKEA Indonesia.

The campaign consequently focuses on practical inspiration and storage solutions that allow spaces to accommodate multiple aspects of everyday life. A bedroom can become a place to work, study, store belongings or spend time alone, alongside its traditional role as a place to sleep.

For IKEA Indonesia, the campaign also provides a way to translate its broader brand vision into an everyday consumer context.

"IKEA's vision is to create a better everyday life for the many people. For us, that vision starts with understanding how people actually live their lives at home. Through 'Luangkan ruang', we want to share inspiration that helps people make the most of the space they already have, so their homes can continue to adapt to all the changes in their lives," said Ririn Basuki, public relations manager at IKEA Indonesia.

The campaign also incorporates a consumer perspective through Rudy Ferdianrus, an art director, videographer and father of two, whose family has adapted its home as its needs have changed.

"After having children, we didn't feel that we had to change everything from scratch. Instead, we continued adapting our home to meet our family's needs. We made use of wall space for storage, we now have a playroom, and we rearranged some areas so they could remain comfortable for everyone to use together," he said.

The campaign is being rolled out across social media platforms including Meta, YouTube and TikTok, alongside Google Ads, IKEA's website and app, Spotify, commuter rail (KRL) placements and in-store executions.

Behind the campaign is creative agency Ambilhati, with GEMA handling social media, i-dac responsible for digital media and production house Ronaksara producing the campaign. The campaign is directed by Ef Loygara, also known as Fico.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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