IKEA, the Swedish home furnishing retailer with over three decades of presence in the United Arab Emirates and operated by Al-Futtaim in the UAE, Qatar, and Oman, has concluded its ‘Globally Local’ campaign across the three markets, marking a regional celebration of Arab creativity, craftsmanship, and cultural storytelling. The campaign showcased how Al-Futtaim IKEA continues to create a better everyday life for the many by balancing its Swedish design heritage with deep relevance to the daily lives, traditions, and evolving identities of the local communities it serves.

The initiative brought together local artists to reinterpret selected IKEA products through their own cultural lens, blending Scandinavian design principles with regional heritage and contemporary expression. The campaign reflected a shared desire to stay connected to heritage whether through art, design, or the spaces people call home.

Running across multiple markets, ‘Globally Local’ showcased how global design can feel deeply personal when shaped by local voices. Artists worked with familiar IKEA pieces, infusing them with traditional motifs, materials, and narratives that reflect modern Arab spaces where function, identity, and emotion intersect. This blend of heritage and modernity reflects what customers in the UAE, Oman, and Qatar increasingly seek: design that feels relevant and ready for contemporary living.

Through in-store exhibitions, each market highlighted one-of-a-kind, artist-designed creations accompanied by storytelling elements that offered visitors insight into the inspiration behind every piece, featuring works by Mohammed Al Attar in Oman, Muhra Al Muhairi in the UAE, and Asmaa Al Mannai in Qatar. The campaign reinforced Al-Futtaim IKEA’s belief that good design goes beyond form and function to have meaning and relevance to everyday life. Each creation honoured the beauty of tradition through cultural storytelling, turning everyday furniture into meaningful expressions of identity.

Beyond the physical displays, ‘Globally Local’ was designed as a community-driven initiative. Artist-led workshops invited customers and IKEA Family members to engage directly with creative practices, while the ‘Your Local Story’ social activation encouraged people to share personal connections to design, culture, and home, turning the campaign into a shared regional conversation. Participants had the opportunity to win the featured artist-reinterpreted pieces, turning these unique statements – not available for purchase – into personal treasures for their homes. By celebrating local stories and talent, Al-Futtaim IKEA strengthened its connection with communities across the region, nurturing pride, belonging, and shared creativity. 

“‘Globally Local’ reflects Al-Futtaim IKEA’s long-standing commitment to celebrating the cultures and communities we serve,” said Carla Klumpenaar, General Manager of Marketing, Communications and Interior Design, Al-Futtaim IKEA UAE, Qatar, Egypt and Oman. “By collaborating with artists from across the region, we were able to honour local craftsmanship and storytelling, while staying true to the simplicity and functionality that define IKEA design. Each piece demonstrated how thoughtful design can be both beautiful and practical, crafted for modern living while inspired by tradition. The outcome of this was a campaign that felt authentic, inclusive, and deeply connected to the people and places it represented.”

The campaign demonstrated how cultural collaboration can strengthen brand relevance across diverse markets, while maintaining a consistent global identity. By highlighting the craftsmanship, innovation, and cultural narratives embedded in each piece, ‘Globally Local’ reinforced IKEA’s reputation for delivering high-quality design that stands the test of time.

Saad AbuTouq, Managing Director, PR UAE at Memac Ogilvy, commented: “With ‘Globally Local’, the idea was to genuinely co-create with artists and communities across the region. We lent local voices space to reinterpret a global brand. The outcome was stories and designs that honoured heritage while embracing modernity, allowing functionality and cultural expression to coexist. The campaign created stories that felt meaningful, human, and shared, allowing Al-Futtaim IKEA to connect with audiences in a way that was both culturally recognised and universally relevant.”

As ‘Globally Local’ concludes, the campaign underlines the emotional value of everyday objects, the power of cultural expression in design, and Al-Futtaim IKEA’s continued commitment to creating a better everyday life that feels both global in vision and local at heart. Al-Futtaim IKEA offered a space for culture and creativity to meet, quietly, thoughtfully, and with enduring relevance. It stands as a reminder that when design honours tradition while responding to the present, it becomes a powerful bridge between generations, cultures, and communities.

PR Agency: Memac Ogilvy, Dubai, United Arab Emirates

Saad AbuTouq, Managing Director, PR

Yasser Hamdy, Business Director, PR

Rawan Mahmoud, Account Director, PR

Meryem Raji, Account Manager, PR

Haya Khalil, Senior Account Executive, PR

Farah Talaat, Senior Account Executive, PR

Bana Shennak, Associate Director of Strategy, MENA, PR and Influence

Sami AbuFakhr, Creative Content Manager, PR 

Rasha Almoghrabi, Multimedia Designer, PR

Chantelle Burchett, Account Director, Influence

Nada Mukhtar, Account Manager, Influence

Sally Mezhar, Account Executive, Influence

Rajeev Nair, Senior Director, Content and Strategy, PR

Sameeha Saidalavi, Senior English Editor, PR

Ayisha Alka, Senior Content Executive, PR

Shady Fekry, Associate Media Relations Director, PR

Zain Basalat, Media Relations Executive, PR

Karl ElHitti – Head of Social

Yara Maalouf – Social Account Director

Juan Mendoza – Social Account Manager

Layan Abdo – Senior Social Account Executive

Wateen AlMoghrabi – Community Manager

Joseph Al Khabbaz – Content Creator

Brand: Al-Futtaim IKEA 

Carla Klumpenaar – GM Marketing, Communications, and Interior Design

Dina Al Sahhar – Regional Marketing Manager

Houda Sfar – Regional Marketing Specialist

Mohamed Maihoob – Regional Marketing Specialist

Jay Quadras – Regional Digital Marketing Leader

Ramy Mohamed – Abu Dhabi Marketing Manager

Aleksandra Kouyat – Dubai Marketing Manager

Rosa Moualei – Oman Communication and Interior Design Manager

Hazem Zuhir – Oman Customer Relation Manager

Rony ElChamy – Qatar Sales Manager

Lamya Mafhoum – Qatar Customer Relation Manager

Artists

Oman: Mohammed Al Attar

UAE: Muhra Al Muhairi 

Qatar: Asmaa Al Mannai