STUA is a circular 20-square-meter room that is physically freed from the constraints of the traditional four-wall living room. The freestanding room can be placed in a variety of spaces, whether in the garden or in the backyard.
The project aims to help people look at their living rooms with fresh eyes by freeing them from traditional decorating procedures and allowing them to start from scratch. STUA's circular shape focuses and draws attention towards the center of the building, allowing people to cultivate the one activity closest to their hearts, whether it's a brand-new hobby, a quirky interest, or a life-long passion.
A holistic project
The first result of this transdisciplinary collaboration between Snøhetta and IKEA is this prototype based on an IKEA-inspired building system dubbed STUA. A rich, singular graphic profile supports the project's launch through digital channels, printed material, and television ads. This holistic project subtly merges Snøhetta and IKEA's transdisciplinary approach and commitment to democratic design – a design that can be accessed and used by the wider public.
By working with the concept «lag» (meaning both «team» and «layers» in Norwegian and Swedish), we explored how we could apply our transdisciplinary approach to design, architecture, and interior design to the project.
Center of attention
The architectural expression emphasizes STUA's mission, concept, and idea of «lag.» While a beautiful floodlight lights up STUA from above, plywood slabs create a geometrical and repetitive star-shaped pattern that draws the eye toward the center of the room and center of attention.
The room is made from accessible materials, inspired by IKEA's approach to efficient material use and the well-known flat-pack concept. All the components are light enough to be carried by one person alone, and each component is precisely carved to fit perfectly into the structure. Like a piece of IKEA furniture, STUA can be set up quickly and intuitively by professionals.
Graphic Design and Digital Experience
STUA is promoted on a Snøhetta-designed webpage connected to IKEA.no, where people can learn more about the collaboration between Snøhetta and IKEA and follow links to a contest website, lalivetdittinnredestua.no. Norwegian families can register to win STUA for their garden or backyard.
The landing page and campaign website are supported by a holistic graphic profile with a specially designed color palette of carefully curated and harmonious colors, shapes, and sketches.
Color palette as a red line
In addition to supporting the digital campaign, Snøhetta has curated the exhibition design for the launch and physical unveiling of STUA during an IKEA event at Youngstorget in Oslo in August 2018.
The exhibition design creates a ludic visitor’s experience where the Snøhetta designed graphic profile and color palette run like a red line through the entire exhibition.