5 of the Week

IKEA recreates dilapidated Syrian home

IKEA and the Norwegian Red Cross remind shoppers what it’s like living in a war zone by featuring a 25m² Syrian home in its store in Slependen, Norway. Its barren concrete walls painted a sobering picture of the harrowing reality of living in a war-torn country. Refugee stories were printed on iconic IKEA price tags along with information on how to make a donation. Enabling people to experience the horrors of living in a war zone has proven far more effective in driving donations than simply telling them about it. An estimated 80,000 people have visited the installation and this campaign has already raised €22 million. Watch the full video here