IKEA Malaysia’s 'House party' turns stores into immersive celebration of home living

IKEA Malaysia invited Malaysians to celebrate the joy of staying home with its month-long House Party activation, running from 13 September to 5 October 2025. The campaign, part of the broader "Staying at home is affordable" initiative, transformed the brand’s Damansara, Cheras, Tebrau, and Batu Kawan stores into festival-like spaces filled with food, creativity, and interactive experiences.

The House Party aimed to highlight everyday moments that bring joy at home, proving that staying in could be just as exciting, and affordable, as going out. IKEA Malaysia’s activation offered cooking demonstrations, creative table styling masterclasses, live podcasts, DJ sets, and the IKEA Ultimate Cookoff, a nationwide culinary competition with three grand prize winners receiving kitchen makeovers worth RM10,000 each.

Don't miss: IKEA Malaysia introduces ‘Casa Capables’ to show the joy of staying home

Not to mention, FABLER BJÖRN the beloved chef bear mascot of IKEA also made appearances every weekend at all IKEA stores, bringing hugs and weekend smiles. 

“At its heart, the IKEA House Party served as both an invitation and inspiration, encouraging Malaysians to rediscover the beauty of home living,” Amanda Low, country marketing manager & PR at IKEA Malaysia, told A+M. “We wanted to show that home isn’t just where life happens, it’s where joy begins."

The creative direction stemmed from a key insight: Malaysians enjoy staying home by choice. By turning IKEA stores into lively, “home-like” festival spaces, the brand brought inspiration and practical ideas to life. Low said: 

Transforming each store into a ‘home festival’ gave visitors something immersive yet attainable, a joyful reminder that creating the home of your dreams doesn’t require extravagance.

A carefully curated lineup of local personalities and influencers helped bring the campaign to life, including Maggy Wang, Chef Dave, Ceddy, DJ Cage (Khairy Jamaluddin), Sean Lee, Qi Razali, and Anis Nabillah. They engaged audiences through interactive sessions, cooking competitions, and live performances that showcased IKEA’s smart kitchen and home solutions in an accessible, entertaining way.

The campaign’s execution was a coordinated effort between IKEA Malaysia and its agency partners. Archetype led PR, shaping messaging and storytelling; PHD managed media strategy and amplification; Transmute oversaw digital and social content including in-store vox pops and #IKEASpottingAtHome, while Design Bloc conceptualized and delivered the immersive in-store experiences.

The results were tangible. Footfall across all four stores rose to 110% compared to last year, demonstrating strong consumer engagement and renewed emotional connection with the IKEA brand. The campaign reinforced IKEA Malaysia’s positioning as the go-to brand for affordable, functional, and inspiring home solutions while celebrating the home as a space for comfort, creativity, and connection.

As a part of IKEA Malaysia's wider "Staying at home is affordable" initiative, the brand also launched a campaign film that puts a playful twist on home living through the story of “Casa Capables”, created in collaboration with creative agency Fishermen Integrated. 

The film introduces The Capables, a typical Malaysian family whose names playfully reflect their newfound abilities at home. Father Able, mother Mable, daughter Annable, and little Isable take viewers on an awkward yet charming tour of their newly transformed home, showcasing how IKEA products have turned once frustrating spaces into enjoyable, functional, and affordable living areas.

In addition to launching the IKEA x Gustaf Westman collection at IKEA Damansara and Cheras, the brand also hosted a media event featuring the designer himself, who introduced his iterations of the VINTERFINT and STRÅLA collections, all part of IKEA's initiative to make staying at home both affordable and enjoyable.

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