The IKEA team were busy announcing Disassembly Instructions, flipping IKEA’s iconic instructions on their heads to help customers live more sustainably

IKEA is leading the way in taking a more sustainable approach to running its business – and in helping customers to live more sustainably themselves.

We wanted to come up with a cunning campaign that would bring that to life not just for IKEA’s stakeholder audiences, but in a way that would reach and engage their customers first and foremost.

That’s why we made Disassembley Instructions.

Easy-to-use deconstruction guides were created for some of our favourite IKEA products including BILLY, BRIMNES, LYCKSELE, MALM, PAX and POÄNG. Each showing customers how to take apart their furniture – one allen key at a time.

Using the iconic IKEA instructions we all know and love, we created guides that showed how to take apart the nation’s favourite bookcase in easy-to-follow steps.

News has since gone around the world and back, with well over 100 pieces of coverage to date. The story has landed across the likes of Metro, DesignTaxi, Living etc., House Beautiful, Apartment Therapy, DesignBOOM!, Fast Company … you name it, they wrote it.

Taking apart furniture has never been so easy.