IKEA’S CRE­ATIVE LEADER, JAMES FUTCHER, ON WHY ‘PEO­PLE WANT TO SHOW THEIR PER­SON­AL­ITY IN THEIR FUR­NI­TURE’.

Home & Decor (Malaysia) - - NOW -

James: Peo­ple often like to hack and change many of our prod­ucts. But what we have learnt from our re­search is that, be­yond hack­ing, peo­ple want to per­son­alise and cus­tomise things. They want to look dif­fer­ent. One of the pil­lars of this project, there­fore, was to make a plat­form on which it is pos­si­ble to change and adapt, so you can show your iden­tity in dif­fer­ent ways – be it by mak­ing your own cov­ers, or set­ting the base up in dif­fer­ent ways.

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