Ikea encourages mindful activity with new range of ‘Mindsets’

Ikea and five co-collaborators have created a range of flatpack puzzles and games, ‘Mindsets’, to help people engage in 15 minutes of mindful activities.

The announcement:

For the first time ever, Ikea Australia has partnered with five co-collaborators from a range of industries to create flatpack ‘Mindsets’ that allow users to engage in 15 minutes of mindful activity in a bid to secure more privacy in the home.

The limited-edition creations that are unique to the Australian market, include a DIY Xylophone from Yellow Wiggle, Emma Watkins, a bird box from one of Australia’s favourite gardeners, Jason Hodges, and a pet treat puzzle for our furry friends, courtesy of Instagram sensation, Mr Chuck.

The idea for the Ikea Mindset campaign comes from insights drawn from this year’s Life at Home Report, which found that while 87% of Australians believe it is their right to have privacy in their home, 27% are concerned that they are not getting enough, which has a big impact on wellbeing. The Mindset creations that take 15 minutes to construct, are a way for people to secure privacy in their homes by engaging in mindful activity.

With only 1,885 available, the mindset creations also feature a 3D sculpture of street artist, Fintan Magee’s artwork and a series of coasters that double up as a jigsaw puzzle from Head of Interior Design for Ikea Australia, Christine Gough.

Co-collaborator, Christine Gough says, “The IKEA Life at Home Report is the longest running and biggest study of life at home across 30 different countries. We understand the frustration of Australians not having privacy at home, particularly in the current environment, and so wanted to use our knowledge and inspiration to make life at home for the many Aussies a little better and more relaxed.”

Each collaborator has created a Spotify Playlist that can be listened to while constructing the flatpacks through a DIY phone speaker, made using the contents of the box the Mindset arrives in.

In addition, each collaborator has also recorded a mindfully inspired podcast episode, linked to their area of expertise. Join Emma Watkins for a percussive podcast lesson using sounds from around the home. Or, get your brushes ready to rediscover the benefits of art courtesy, of Fintan Magee.

There are 1,885 Mindsets available and will be distributed on a first come first served basis until all units are secured.

Source: Pulse media release


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