IKEA recently introduced a playful new children’s furniture and decor collection through an immersive installation which was unveiled during Miami Art Week. The launch marked the debut of Grejsimojs, a thoughtfully designed range rooted in extensive research on how children play. The initiative reflects IKEA’s broader ambition to respond to changing family dynamics and emotional needs through design that is both functional and emotionally engaging. Here is a detailed report on SURFACES REPORTER (SR).
For instance, a dog-shaped lamp designed by Marta Krupinska was placed inside an oversized, vivid blue doghouse, transforming the product into a life-sized character.
To present the collection, IKEA transformed a vacant retail unit on Lincoln Road in Miami Beach into a temporary experiential space titled IKEA Open House Miami. The installation served as a backdrop for showcasing the Grejsimojs collection, which included 33 distinct products created by a mix of designers such as Carl Ojerstam, Marta Krupinska, Wiebke Braasch and Ellen Hallstrom. All the objects were designed in-house by IKEA with the aim to encourage interaction, curiosity and exploration.
At the centre of the space was a curated display of Grejsimojs products, from which four individual installations radiated outward,. These installations were theatrical and scaled to amplify the playful character of the designs. For instance, a dog-shaped lamp designed by Marta Krupinska was placed inside an oversized, vivid blue doghouse, transforming the product into a life-sized character. In another corner, a reimagined Mammut chair by Carl Ojerstam, covered in a soft, furry texture, was staged atop a pastel-pink pool deck.
Items such as a bright yellow giraffe-shaped lamp, a cactus-inspired hanger, and a playful storage bin are meant to be left out rather than packed away after use.
Beyond individual products, the installation was organised around broader conceptual themes that represented different modes of play, including compete, imagine and create. These categories were updated by findings from IKEA’s latest Play Report, a semi-annual internal study that analyses children’s play habits across regions and age groups. The most recent edition of the report was conducted shortly after the pandemic and it paid particular attention to the emotional and psychological impact on young families. The research revealed a notable rise in stress and anxiety within households. Today, both parents and children are seeking opportunities for play that feels more meaningful and restorative. Rather than being limited to designated playrooms or specific times of day, play is increasingly seen as something that should be integrated into everyday domestic life.
This insight strongly influenced the Grejsimojs collection. Many of its pieces are intentionally designed to remain visible and accessible throughout the home. Items such as a bright yellow giraffe-shaped lamp, a cactus-inspired hanger, and a playful storage bin are meant to be left out rather than packed away after use. IKEA’s intention is to remove barriers to play, ensuring that children can engage with their surroundings freely and spontaneously. The aim was to allow play to coexist with adult living spaces without compromising aesthetics. Through this launch, IKEA reinforces the idea that play is not a temporary activity, but an everyday experience that deserves thoughtful design and a permanent place within the home.
Image credit: IKEA