New campaign brings the joy of discovering something unexpected at IKEA to life

CONSHOHOCKEN, Pa., Sept. 1, 2026 /PRNewswire/ — There’s a particular feeling that comes with discovering something new that you love; it might knock your socks off. IKEA U.S. is bringing that feeling to life in its debut “News” campaign, celebrating the hundreds of new products, designs and ideas waiting to be discovered across the IKEA range.

The campaign builds on the IKEA “Dream the Possibilities” brand platform, rooted in the belief that big dreams are built one piece at a time. Introduced in September 2025, “Dream the Possibilities” celebrates the many ways people dream, live and create a home that feels uniquely their own, while highlighting the IKEA commitment to helping people shape their dream homes through accessible and democratic design.

The latest campaign brings a new dimension to that idea by showcasing how IKEA is constantly reinventing its range, with new products arriving throughout the year. The campaign gives customers more reasons to return to IKEA to discover what’s new and find inspiration for life at home.

At the heart of the campaign is a simple insight: there’s no feeling quite like discovering the new product of your dreams. That feeling can be expressed in countless ways, and the campaign takes familiar expressions of excitement and brings them to life in unexpected, distinctly IKEA ways.

In the campaign film “Knock Your Socks Off,” shoppers move through an IKEA showroom in slow motion as socks mysteriously fly through the air around them, showing the result of discovering new products and affordable prices that have quite literally knocked their socks off. An IKEA co-worker in the film playfully explains, it “happens all the time.”

The campaign also comes to life for Spanish-speaking audiences through “Te Mueve El Piso,” inspired by an expression used to describe the feeling when something captivates you so deeply it feels like the ground beneath your feet has shifted. The Spanish-language film brings that expression to life through the excitement of discovering new products at IKEA, offering a distinct take on the same universal feeling of finding something new that inspires you.

The campaign puts a spotlight on a selection of new and refreshed products across furniture, lighting, textiles, storage and home accessories, demonstrating how something new doesn’t have to mean starting from scratch. Sometimes, one unexpected color, pattern, piece of furniture or practical solution can make a familiar space feel completely different.

Across the range, new pieces offer opportunities to add personality, color and function to everyday spaces. A colorful BAGGEBO shelf unit or KORVSNÖRE LED desk lamp can bring a playful touch to a room, while the FÅGELFJÄLLET chest of six drawers and PINNTORP table offer practical updates for everyday living. Smaller details, like the KONSTRUNDA rug, can introduce new color and pattern, while the versatile RÅSKOG trolley makes it easy to add storage wherever it’s needed. Seasonal décor and accessories from ranges including SMYCKA, SANELA and PERSIKOTRÄD offer even more ways to refresh a space through small changes that can make a big impact.

“People may have their IKEA favorites, but there is always something new waiting to be discovered,” says Shideh Hashemi, Chief Marketing Officer at IKEA U.S. “Our range is constantly evolving to reflect the way people live today, with new colors, designs, and smart solutions that bring both function and personality into the home. With this campaign, we hope to spark curiosity and remind people that every visit to IKEA is an opportunity to explore and discover something new.”

Together, the products featured in the campaign reflect the IKEA belief that refreshing a space doesn’t have to mean starting over. Whether it’s a new piece of furniture, an unexpected color or pattern, or a practical solution that makes everyday life a little easier, something new can change the way a familiar space looks, feels or works. With new products arriving throughout the year, IKEA is inviting customers to come back, explore what’s new and find their next favorite.

Because at IKEA, there’s always something new to discover.

The “Knock Your Socks Off” and “Te Mueve El Piso” campaigns will run across cable, streaming, and sporting programs, as well as billboards and paid social beginning September 1st.

Customers can discover new products in-store and online at IKEA.us/DiscoverNew and IKEA.us/DescubreLoNuevo.

About IKEA 

At IKEA, the vision is to create a better everyday life for the many people by offering well-designed, functional and affordable, high-quality home furnishing, produced with care for people and the environment. Ingka Group (Ingka Holding B.V. and its controlled entities) is one of 12 different groups of companies that own and operate IKEA retail under franchise agreements with Inter IKEA Systems B.V. Ingka Group has three business areas: IKEA Retail, Ingka Investments and Ingka Centres. Ingka Group is a strategic partner in the IKEA franchise system, operating 415 IKEA stores in 32 countries – including 61 retail locations in the U.S.

For more information on IKEA U.S., see IKEA.us, @IKEAUSANews, @IKEAUSA or IKEAUSA on Facebook, YouTube, Instagram and Pinterest.

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SOURCE IKEA US