WHAT:Imagine a pop-up club that could be ever-changing in location, setlist, and look. I chose to extend the IKEA brand into the realm of event design, creating Stråla. Stråla, meaning to glow or radiate in Swedish, is bold in color, distinct in style, and creative in strategy. Stråla features motifs from the IKEA brand such as the little figures in their instruction manuals, iconic pieces of furniture, and the signature pop of yellow. “We make the club. You build the party.”