IKEA creates Pride-themed ‘love seats’

IKEA Canada has partnered with designers from the LGBTQ+ community to create “Love Seats,” a series of unique slipcovers inspired by the colours of the various Pride flags and the lived experiences of the people the flags represent.

The retailer worked with four designers, Bianca NachtmanMadison Van RijnCharlotte Carbone, and Ali Haider, to create 10 different slipcovers inspired by Pride flags—including the transgender flag, the pansexual flag, and the non-binary flag.

Each designer had the freedom to create a one-of-a-kind piece of art,” said Claudia Mayne, IKEA’s director of marketing communications. “This partnership is our way of helping artists in different communities express themselves on a large platform in a way that’s been tricky during COVID-19.”

While the  “Love Seats” slipcovers are not for sale, they will be displayed at select IKEA locations across Canada throughout the summer beginning on June 24.

IKEA is supporting the program with a billboard campaign running through July 22 in Vancouver, Toronto and Montreal. Agency partners include Rethink, Carat for media, Wunderman Thompson for CRM and H+K for PR.

IKEA has been expanding its Pride support over the years, including raising Pride flags at stores across the country since 2017, and since 2018 has been directing proceeds from sales of its rainbow-coloured Storstomma shopping bags to partner organizations that support the LGBTQ+ community.

Chris Powell