Al-Futtaim IKEA has concluded a regional marketing campaign that brought together artists from the United Arab Emirates, Qatar and Oman to reinterpret the retailer’s products through local cultural themes, as the Swedish home furnishings brand seeks to strengthen its connection with Middle Eastern consumers.
The initiative, titled “Globally Local,” featured collaborations with regional artists who incorporated traditional motifs, materials and storytelling elements into selected IKEA furniture and décor, blending Scandinavian design principles with local heritage and contemporary aesthetics.
The campaign ran across multiple markets and included in-store exhibitions, workshops and social media activations aimed at engaging customers and highlighting the role of design in reflecting identity and everyday life. According to the company, the effort was intended to demonstrate how global brands can adapt to local cultures while maintaining a consistent design philosophy.
Each participating country showcased artist-designed pieces accompanied by narratives explaining the inspiration behind the work. Featured artists included Mohammed Al Attar in Oman, Muhra Al Muhairi in the UAE and Asmaa Al Mannai in Qatar. The pieces were displayed as one-of-a-kind creations and were not offered for sale, though some participants had the opportunity to win them through promotional activities.
Carla Klumpenaar, general manager of marketing, communications and interior design at Al-Futtaim IKEA for the UAE, Qatar, Egypt and Oman, said the campaign aimed to celebrate the cultures and communities the company serves while remaining true to IKEA’s emphasis on simplicity and functionality.
“By collaborating with artists from across the region, we were able to honor local craftsmanship and storytelling while staying true to the principles that define IKEA design,” Klumpenaar said, adding that the initiative was designed to feel “authentic, inclusive and deeply connected” to local audiences.
In addition to exhibitions, the campaign included artist-led workshops for customers and members of the IKEA Family loyalty program, as well as a social media initiative encouraging people to share personal stories about design, culture and home.
Saad AbuTouq, managing director of public relations in the UAE at Memac Ogilvy, which worked on the campaign, said the concept focused on co-creation with communities and artists. “The outcome was stories and designs that honored heritage while embracing modernity,” he said.
IKEA, operated in the UAE, Qatar and Oman by Dubai-based conglomerate Al-Futtaim, has been present in the UAE for more than three decades. The company said the campaign reflects a broader strategy to remain relevant in diverse markets by integrating local cultural elements into brand storytelling.
As the campaign concludes, Al-Futtaim IKEA said it plans to continue exploring collaborations that highlight regional creativity and reinforce the emotional and cultural value of everyday household objects.
