The IKEA WOMAN

This concept was presented to IKEA Middle East, and while it was approved at the time, it was never implemented for who knows what reason; I still have it in my book because I still believe it should be.

In IKEA manuals, the little person building the furniture has always been a man. A tiny detail, until you realise tiny details are exactly where stereotypes like to hide. IKEA, not so subtly, are telling women they can’t do it as well as a man can. So I created The IKEA Woman, a simple update to one of the world’s most recognisable instruction systems: a female builder in IKEA manuals everywhere. Proving that dismantling gender stereotypes is as easy as dismantling Swedish flat-packed furniture.

INTRODUCING
The IKEA Woman

A female builder, present in IKEA manuals around the world.

Showing people that gender roles are a thing of the past.

Thanks

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