IKEA

A commercial partnership with IKEA, delivered across Metro newspaper and comprising three four-page branded features, supported by front-page earpieces to drive awareness and readership.

The campaign was designed to stand apart from the surrounding editorial, using a distinctly bold visual identity that reflected IKEA’s seasonal interior trends. The campaign was brought to life through confident colour blocking, large-scale lifestyle imagery and graphic product pullouts that spotlighted key new ranges and hero pieces. Each four-page feature functioned as a self-contained trend showcase, combining high-impact opening spreads with structured sections that translated design ideas into shoppable inspiration.

Overall, the partnership positioned IKEA as a confident authority on interior trends, using a visually striking, brand-forward approach to inspire readers and encourage discovery, while clearly differentiating the content from Metro’s editorial pages.