IKEA · United Kingdom, Ireland · 2026Digital & Tech · Experiential
KALLAX Storageborn.
IKEA turned KALLAX into a talking Skyrim companion, taking the brand’s storage expertise into the game’s inventory-management problem.
- Brand
- IKEA
- Agency
- Mother London
- Market
- United Kingdom, Ireland
- Region
- Global
- Year
- 2026
Campaign images
The challenge
Carrying too much loot slows Skyrim players down. IKEA and Mother identified a familiar storage frustration inside a gaming world where conventional product advertising would offer little practical help.
The idea
Working with Kinggath Creations, Mother introduced a free downloadable Creation that brings a shelving unit to life. Voiced by Matt Berry, KALLAX carries items, tidies displaced objects and collects loose loot as players progress through its quests. The product’s organising role becomes something players can use within the game.
Case study source: Mother London Source ↗
Credits
- Brand
- IKEA
- Development
- Kinggath Creations
- Voice
- Matt Berry
