IKEA Singapore makes space for what we love in emotional new film ‘Goldie’
A childhood toy is thrown away, quietly rescued and found again years later in “Goldie”, a new IKEA Singapore brand film about the memories our homes hold and the space people make for life’s next chapter.
The film follows a girl and her soft toy dog, Goldie, from childhood to adulthood. Once her constant companion, Goldie is gradually forgotten about and left behind as the girl grows up. As she prepares to move out, the girl places Goldie in the bin bag, until her mother quietly decides to store it away instead. Decades later, the girl returns to her mother’s belongings and finds the soft toy. She realises then that Goldie is a memory worth keeping, and a companion to pass down to another generation.
The film is part of IKEA Singapore’s Make Space for What You Love year-long campaign, which invites Singaporeans to look at their homes as more spaces to fill, but as places where families grow, relationships evolve, and everyday objects become part of the memories we make.
“Singapore as a country is challenged by space, and in our homes every square centimetre matters,” says Michael la Cour, CEO of IKEA Singapore. “We’re constantly changing and developing, and we want to tell people to pause and reflect on memories, traditions, and some pasts. Making space for something doesn’t always mean letting go of what’s important, especially for family.”
The film also marks the latest brand film by IKEA Singapore in more than five years. While the previous instalment, released after the Covid 19 pandemic, highlighted the home as a sanctuary to be rebuilt against an ever-changing world, this new campaign celebrates the possibilities within the home, encouraging Singaporeans to improve life at home and make space.
“We’re going back to what we do best – sparking conversations and provoking emotions to nudge people to consider how they want to create a home that grows with them.”
The film references many of IKEA’s iconic storage heroes, from the TROFAST and KALLAX storage solutions to PAX wardrobes and SAMLA boxes, as they evolve alongside the girl’s and Goldie’s journey, reflecting how IKEA helps Singapore get organised, simplify, and cherish their homes.
Where homes are getting smaller, storage space isn’t just a nice to have anymore, they are essential. Goldie is a gentle reminder that even as life changes and space feels tight, you don’t have to give up on the things you love. With smart, adaptable storage, IKEA aims to help families keep their passions, memories, and treasures close, while still making room for new chapters of life.
Explore IKEA storage solutions and ideas at IKEA.sg/storage.