Novalia created interactive invitations for the opening of the new IKEA store in Memphis, Tennessee.

IKEA family members received a beautiful box in the mail the week before the opening of the IKEA store. Designed and developed with full creative by Novalia in collaboration with Kinetic and MEC, the invitations both celebrate Memphis’s musical history and highlight how IKEA enables a world of inspiration for your home.

The boxes open to reveal a miniature pop-up Beale Street. Peeking through the 3D windows reveals delicately styled IKEA kitchens, bathrooms and bedrooms, which are also highlighted on the 15 interactive touchpoints that recipients can play to remix music.

Novalia collaborated with LoopLabs to sample music from the home and style it to reflect Tennessee Blues. Touching the interactive hotspots triggers glass piano melodies, kitchen drum kits, bedroom bass and bluesy guitar loops that can be combined to create a unique remix.


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