IKEADrömland
About the project
An immersive dreamscape that turns a festival powernap into a journey of escape, rest and renewal.
Context
Lowlands is a world of constant movement, sound and energy.
But even in the middle of the festival, there is a need to pause, recharge and escape the noise.
For IKEA, DRÖMLAND brought that moment of calm to life: an oversized bedroom where festival-goers could step away from the crowds and enter a world designed for rest. The challenge was to create more than a place to lie down. It was to make relaxation an experience in itself.
Approach
We created an immersive audiovisual world that transports visitors from the intensity of the festival into a dreamlike state.
Surrounded by 360° projections and a carefully crafted soundscape, visitors are invited to slow down and let go. Soft colours, expansive skies and gentle visual movement replace the energy outside with a sense of openness and tranquillity.
The visuals and sound work together as one continuous experience, guiding visitors through a moment between wakefulness and dreaming. The physical comfort of IKEA’s bedroom setting becomes part of the story, blurring the line between the space around you and the world unfolding above and around you.
Impact
DRÖMLAND transformed a simple powernap into a memorable brand experience. Instead of telling people about the importance of rest, IKEA allowed them to feel it for themselves.
Over three days at Lowlands, the experience welcomed 9,800 visitors, offering a moment of calm within one of the Netherlands’ busiest festival environments.
By responding to a real need in an unexpected setting, DRÖMLAND made IKEA’s world of comfort tangible — creating an experience that visitors could feel, rather than simply see.
Because sometimes, the most immersive experience is the one that lets you switch off.
A sensory escape where visuals, sound and physical comfort come together to create a brief journey into another state of mind — a dream within the festival.
“Everything was right, from idea to execution.”
Alles klopte; van idee tot uitvoering.
“The ultimate example of an activation.”
Het ultieme voorbeeld van een activatie waarin de behoefte van de bezoeker, merkbeleving en internal branding samenkomen.
“A valuable addition for festival visitors.”
IKEA liet met Drömland zien hoe een merkactivatie een waardevolle toevoeging kan zijn voor festivalbezoekers.
“Everything was right, from idea to execution.”
Alles klopte; van idee tot uitvoering.
“The ultimate example of an activation.”
Het ultieme voorbeeld van een activatie waarin de behoefte van de bezoeker, merkbeleving en internal branding samenkomen.
“A valuable addition for festival visitors.”
IKEA liet met Drömland zien hoe een merkactivatie een waardevolle toevoeging kan zijn voor festivalbezoekers.
Credits
