Education is the real weapon of the new generation.
Books and classrooms were never enough to fuel a profound education. Discussions, companionship, open thinking, debating… are the essences that create big ideas. The new student dorm IKEA built aims to bring students a step closer to ‘real’ education by suppling millennials with an vast space and open mind. Far from the typical classrooms and the generic dorm rooms, a new college student hub is created, infused with all the corks and habits of students today. Guided by their love for creation and making memories that last forever, millennials travel and rent a different bed, and we dare say a different life every night, while sharing their every moment with the rest of the world. The fruit of IKEA’s efforts is the new campus ‘IKEA, The new generation’, where dorms, rentable workshop spaces and a ‘vertical’ hotel of temporary residency are located, as well as all the talented that will flourish within the IKEA family.
What makes IKEA designs so affordable and at the same time so unique? By establishing in every corner of the world, those blue and yellow mega-buildings, synonym with its name, IKEA has irrevocably invaded our lives. By introducing us to Sweden as a whole, promoting the hard working and totally selfless designers and many other tricks, IKEA can [or won’t] never let us visit their stores for ‘just a few minutes’. All these practices were studied and analyzed to result in a non-official but painfully honest “IKEA Manifest”.
