Who they are 

Swedish home furnishings giant IKEA is synonymous with accessible design, everyday functionality and playful creativity. For the past 30 years, the brand has brought that philosophy to Milan Design Week — the biggest furniture and design fair in the world, also known as Salone del Mobile — showcasing their functional and fun products and designs to a global audience. 

In 2017, IKEA decided to up the ante: They would launch the six-day IKEA Festival, a music festival-themed space where visitors could interact with the brand’s collections and collaborations in a more immersive way. Instead of setting up a traditional showroom, designers would take over an old warehouse in Milan’s Lambrate District and fill it with interactive room designs, installations, workshops and live music. 

What they needed

IKEA understood how powerfully music could shape the way people experience a space. “We could see from our research that music and sound were important parts of people’s homes,” says Marcus Engman, Ikea’s Head of Design. “There’s a soundtrack to a room set, just as there is a smell to a room set. And people remember sensory experiences more than the things they just see.” 

Of course, like any great festival, the right sound was crucial to setting the tone in each space, helping guide people through the different areas and building energy throughout the day. But creating a background music solution for a temporary multiroom installation could be complicated and costly. IKEA needed a solution that was both creative and cost-effective. 

How Soundtrack helped 

Engman turned to Soundtrack and creative agency Furniture to define and design the IKEA Festival’s music. The solution: distinct, mood-specific playlists that would transform how visitors felt as they moved through each space and experience. 

Soundtrack’s curation team started by developing a musical identity for the event itself, then zoning music throughout the space — beginning with the sound that attendees would hear as they waited in line on the street, then continuing as they proceeded through the various exhibitions. “Soundtrack has the skills and knowledge of licensing and technology to solve music-design problems for a variety of complex challenges,” says Alf Tumble, Music Account Manager at Soundtrack. “We can select and place music to build an optimal soundscape across different rooms.”

Playlists were tailored to different spaces within the warehouse, including an ambient playlist for a commissioned artist’s studio. Curators also scheduled the day’s progression: soft, calming music during morning activities like breakfast and yoga, building up to higher-energy tracks in the afternoon and evening.

The result 

The IKEA Festival was named one of the top 40 exhibitions at Milan Design Week that year — a testament to the fact that thoughtful music and design can come together to create truly memorable experiences. 

“Everybody knows that going to a festival is about meeting and greeting with people, having a great experience and listening to some great music,” says Engman. “Music can change the experience dramatically.” 

Find your soundtrack 

Soundtrack helped turn the IKEA Festival’s music into a core design element that enhanced the entire space. Try Soundtrack free for 14 days and see how it can work for your business.