IKEA

Ahead of the launch of IKEA’s flagship Oxford Street store in May 2025, they wanted to align themselves more closely to a young adult demographic, given that it would be the first store in inner London which was accessible via public transport.

I curated and briefed artists for the press and PR launch, VIP launch night, and for the full programme of ‘Assembled Sounds’ until its completion in August 2025, ensuring each showcase aligned with IKEA’s all-ages ethos while also establishing their relationship to local young talent.