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