Net huddle. Just go to IKEA.
Campaign Development, Creative Direction
IKEA Germany x KARLSRUHE
Grabarz XCT
Isabel Gabor, Moritz Pupke, Matthias Hoffmann
“Net huddle.” transformed an IKEA store opening into a campaign rooted in local culture rather than standard retail communication. Built around a Karlsruhe expression meaning “no stress,” the platform gave IKEA a voice that felt connected to the city instead of simply placed within it. When COVID forced the original live concept to change completely, the idea adapted with it.
Challenge
Store openings often follow the same retail logic regardless of location. The challenge was to create a campaign that people in Karlsruhe would actually recognize as their own while staying flexible enough to survive a complete rebuild during the pandemic.
Approach
The campaign centered around a single local phrase: “Net huddle.” Every part of the system followed from there.
Fifteen installations were placed across Karlsruhe’s city center, each referencing the city’s iconic market square pyramid and turning public space into part of the campaign experience. Even the IKEA store itself was photographed in a way that visually echoed the pyramid shape and connected it back to the city’s identity.
When COVID restrictions changed the original rollout, the core idea still held. Instead of a traditional opening event, IKEA launched one of its first virtual store walkthroughs in Germany through Google Maps Street View, allowing people to experience the new store digitally before entering it physically.
My Role
Concept development, live communication, realization, shooting supervision, and post-production. Collaboration with IKEA, antoni, and the live communication agency Initialwerk across physical installations and digital rollout.
Impact
The campaign generated more than 47 million total impressions across channels. The 360° virtual experience reached over 220,000 views, while pre-shopping events were fully booked within a very short period of time. Despite the sudden shift caused by the pandemic, the campaign system remained adaptable across physical and digital touchpoints while maintaining a strong local connection throughout the rollout.
