The IDEA project started as a reflection by Niklas Jacob on how, in the past decades, a new phenomenon has risen within the furniture industry with the appearance of big furniture chains who offers a complete line of home items. The biggest of them all is IKEA. Niklas Jacob invited fellow designers to reflect on this topic, in an ironic way, creating a flat-pack and do-it-yourself IDEA that you would hardly find in the Design Supermarket.

18 designers from 6 different nations showcased their work during the Milan Design Week 2018 at Superstudio.

The IDEA event was a huge success both among the public and the international press. The well-respected Italian newspaper “Il Fatto Quotidiano” announced it to be the best event at the Milan Design Week 2018. The French newspaper “Le Monde” brought a feature on the event three years after in 2021, demonstrating the impact it had.

After the premiere at Superstudio during the Milan Design Week, the IDEA Collection was exhibited in the showroom of Round Tower in Copenhagen.

During the Dutch Design Week 2018 in Eindhoven, The Netherlands, the IDEA Collection was exhibited at TAC – Temporary Art Center.