IKEA turns art into furniture in ‘Affordable Masterpieces’ campaign via Memac Ogilvy

IKEA and Memac Ogilvy have launched ‘Affordable Masterpieces’ in Saudi Arabia and Bahrain, a campaign that challenges the decade-old perception that “affordable” means “not premium.” It proves that affordability and timeless quality can coexist.

The campaign reframes affordability through a culturally rich insight: hidden within some of the world’s most celebrated paintings are furniture pieces that closely resemble IKEA’s iconic designs. Works by Henri Matisse, Paul Cézanne, Edvard Munch, Hugo Simberg, and Dario Barbosa feature furniture strikingly similar to IKEA’s, showing that well-designed pieces can quietly stand the test of time, just like the artworks themselves.

The idea delivers a light-hearted but powerful message: while owning an original masterpiece may be out of reach, owning a piece of one – through timeless, well-designed furniture – is possible.

The campaign rolls out across multiple touchpoints, including in-store and mall screens, social films, and a unique in-store activation: a museum-style walkaround featuring mock-ups of the artworks and audio narrations in IKEA’s signature tone and humour.

“At IKEA, we’ve always believed that great design should be accessible to many, not the few,” said Rami Rihani, chief marketing officer, IKEA Alsulaiman Saudi Arabia and Bahrain. “‘Affordable Masterpieces’ is our way of celebrating the timelessness of IKEA design—showing that our furniture isn’t just made for the moment, but for life. When design lasts for generations and feels at home across cultures and eras, that’s true quality. More importantly, they are offered at prices many people can afford.”

Gautam Wadher, chief creative officer at Memac Ogilvy, added, “Affordability has unfairly become shorthand for compromise. With this idea, we wanted to turn that thinking on its head in a way that felt intelligent, surprising, and a little playful. When you realise that furniture forms like IKEA’s have existed in great art through history, the conclusion is simple: good design is timeless. And if it belongs in a museum, it probably belongs in your home too.”

With ‘Affordable Masterpieces’, IKEA reclaims the narrative around affordability, positioning it not as a limitation, but an invitation to own designs that endure, inspire, and earn its place in everyday life.

Credits
Client: IKEA Saudi and Bahrain
Chief Marketing Officer: Rami Rihani
Marketing Manager: Ebba Ourfali
Social Manager: Raneem Kayal
Marketing Specialist: Payaswini Prasad
Social: Rafal Flimban
Agency: Memac Ogilvy
Chief Creative Officer: Gautam Wadher
Managing Partner: Kevin Kurian
Creative Director: Maram Ashour
Art Director: Leomerish Leyco
Copywriter: Wayne Fernandes
Copywriter: Aljazi Aldweesh
Team: Andre Souza
Team: Shadi Khamracho
Animator: Antonio Geagea
Graphic Designer: Aya Ramadan
Production Director: Mohamed Soueid
Agency Producer: Nelly Chahwan
Group Account Director: Ashleigh Morgan
Account Manager: Elsa Gerges
Account Manager: Rami Moussa
Account Executive: Ahmed Mofti
Account Executive: Mohamed El Cheikh
Head of Social Media: Karl El Hitti
Social Director: Yara Maalouf
Account Manager: Juan Mendoza
Social Lead: Layan Abdo
Strategy Director: Rifaat Fakih
Strategy Manager: Yasmina Raydan
Production: Papercuts
Executive Producer: Rajaa Chami