The Suitcase

In 2022, millions of Ukrainians fled the war with what’s left of their home packed in a suitcase. IKEA had already recovered spaces to welcome Ukrainian refugees, but it wasn’t enough. Its goal was to give them back the warmth of home and drive other people to act. The campaign saw the contents of a typical room packed into a suitcase, just like what refugees were forced to do. An empty room with only a suitcase inside was displayed in every IKEA branch in Italy. It prompted people stop and take action by donating essential goods to Ukrainian refugees.