According to the IKEA Play Report 2024, play is not just a childhood activity, it's a key tool for wellbeing and creativity at every age. Yet as we grow up, we learn that playing and making things need justification: without a degree, a studio, or an exhibition, what we do gets reduced to "crafts" or "just a hobby."

The real obstacle isn't that people don't create. It's that, through impostor syndrome, they don't feel entitled to call themselves creative. IKEA, the brand that democratized design, now sets out to democratize creativity itself, under the idea that "creating at home is still creating". Reclaiming the home as the most important creative space in the world: the place where ideas can be imperfect, unfinished, and free from expectation.