IKEA’s Globally Local campaign celebrates the fusion of global design with the essence of local culture. It is a union of sleek Scandinavian aesthetics with the timeless artistry, heritage, and narratives of the Emirates, realized through collaboration, creativity, and cultural pride.
At its core is a creative partnership with Emirati artist Muhra Al Muhairi, who has ingeniously reimagined five classic IKEA products from a distinctly Emirati viewpoint. This collaboration produces a collection that merges IKEA’s global design language with UAE’s cultural motifs and craftsmanship, offering pieces that are both universally appealing and intimately tied to their origin.
A Collaboration Grounded in Local Insight
IKEA’s Scandinavian design ethos is renowned for its democratic principles and functionality. Through Globally Local, the brand delves into cultural storytelling, letting Emirati heritage and identity shape the narrative.
“Globally Local celebrates where universal design principles meet local identity,” states Carla Klumpenaar, GM of Marketing, Communications, and Interior Design for IKEA UAE, Qatar, Egypt, and Oman. “It demonstrates how Scandinavian design can embody the symbols and storytelling that define Emirati heritage.”
Carla Klumpenaar
Infusing Culture into Daily Design
For Muhra, this project was an opportunity to integrate familiar Emirati symbols into everyday environments in an authentic and intrinsically designed manner.
“Being involved in IKEA’s Globally Local campaign is significant to me,” she remarks. “As an Emirati artist, it feels like a bridge between our culture and a globally recognized brand. It’s an honor to share pieces inspired by our heritage so meaningfully.”
She approached the work by adhering to IKEA’s democratic design philosophy, melding functional, well-crafted lines with elements that carry memories, evoke a sense of place, and express identity.
“I wanted each piece to retain the IKEA essence while being unmistakably Emirati,” she explains. “Bold symbols, soft lines, and colors from our natural surroundings helped me achieve this balance.”
The collaboration includes five iconic IKEA pieces – the STILREN vase, LACK side table, GRÖNSTA chair, TOLKNING room divider, and LAUTERS floor lamp – each reinterpreted through Muhra’s unique artistic style and cultural insights.
“Every redesigned piece narrates a story,” Klumpenaar observes. “You see symbols and techniques that reflect UAE’s heritage, translated into modern, functional design that preserves the soul of local craftsmanship.”
The Campaign’s Regional Significance
The UAE’s cultural landscape is rich in heritage, forward-thinking in outlook, and deeply rooted in its origins. For global brands, authentically embracing and reflecting this depth is increasingly crucial.
“The Middle East possesses a complex cultural tapestry,” Klumpenaar says. “Our customers seek designs that resonate with their lifestyles, values, and identities, not just products.”
Muhra adds that such collaborations help preserve and elevate local stories within contemporary settings.
“When brands amplify local voices, it fosters pride and inspires young creatives to view their culture as worthy of global recognition,” she says.
