Carla Klumpenaar, GM Marketing, Communications and Interior Design, IKEA UAE, Qatar, Egypt and Oman

1. What is the idea behind the “Globally Local” campaign?

“Globally Local” is about embracing and celebrating the connection between global design and local identity. The initiative brings IKEA’s Scandinavian principles of democratic design and functionality into dialogue with Qatar’s rich heritage, culture, and artistry. Here, it means taking iconic IKEA products and reimagining them through a Qatari perspective, creating pieces that feel globally relevant while remaining proudly rooted in the nation’s traditions and stories.

2. Why was Asmaa Al Mannai selected as the artist for this project?

Asmaa Al‑Mannai was a natural choice for this collaboration because her work reflects both tradition and modernity in a way that feels authentically Qatari. She blends traditional motifs, craft techniques, and personal stories with a contemporary sensibility, transforming everyday IKEA pieces into designs that capture the warmth and spirit of Qatari culture. Her vision connects seamlessly with “Globally Local,” which is about keeping local identity alive and inspiring in modern design.

3. What makes this collaboration special for IKEA Qatar?

For us, this collaboration is special because it reflects our commitment to making life at home better, more personal, and more connected to people’s real lives in Qatar. It is not only a showcase of creativity, but also a way of honouring local craft, using regional materials, and celebrating community pride. By bringing Asmaa’s artistry into IKEA products, we create pieces our customers can welcome into their homes knowing they carry both global inspiration and the heart of Qatar.

4. What can customers expect when they visit the in-store display?

When customers visit the display, they will see five iconic IKEA products reinterpreted with Qatari motifs, patterns, and textures. Each piece comes with a story plaque sharing the inspiration behind the design, so visitors can connect with the cultural references and symbolism. It is an invitation to discover the creative process and see how heritage can influence everyday life at home.

5. How can customers win these products?

As part of “Globally Local”, we are excited to be hosting the “Your Local Story” competition. Customers can take part by choosing a favourite piece from the display, capturing it in‑store or engaging with us online, and sharing what it means to them – perhaps a cherished memory, a cultural link, or a spark of inspiration – using the campaign hashtags. Every entry is a chance to win one of these unique pieces designed by Asmaa Al‑Mannai and bring home a creation that combines IKEA’s design with Qatari artistry.

ARTIST ASMAA AL MANNAI

1. What inspired your designs for these five IKEA products?

I was inspired by the depth and beauty of Qatari heritage, with its rich symbolism and distinctive character, and equally by the elegance and creative potential of IKEA’s democratic design principles. Combining these two worlds felt natural: it allowed me to create work that honours our traditions while complementing IKEA’s timeless functionality.

2. Which cultural elements did you include in your artwork?

The elements include the dramatic natural rock formations of Zekreet, the stone carvings of Al Jassasiya, and the dhow boats once used by pearl divers, a symbol of Qatar’s maritime history. Also featured are the desert palm tree, a characteristic feature of desert nations like Qatar, and its fruit, rutab — or ripe dates — a food deeply rooted in our culture and hospitality traditions.

3. How did you combine Qatari traditions with IKEA’s style?

After a period of reflecting on the most meaningful cultural motifs, I envisioned how to weave them into the selected pieces by considering each item’s shape, purpose, and material. I explored surface texture, carefully chosen colour palettes, and the available space for depicting appropriate elements and symbols from Qatari heritage. The process was about creating harmony, ensuring that the designs feel both authentically Qatari and seamlessly integrated with IKEA’s functional aesthetic.

4. Which piece was the most meaningful for you to redesign?

Perhaps the vase stands out from the other pieces due to its unique design and material – earthenware. The depiction of the Zekreet landmark, drawn on the vase, along with its harmonious colours and the visible, expressive brushstrokes on its surface, make it particularly special to me. I enjoyed using a spontaneous painting technique here, which allowed the piece to feel alive and deeply connected to its place.

5. What message or story do you want people to see in your work?

My constant aim is to share the authenticity and richness of Qatari culture with as many people as possible. I hope my designs invite viewers to pause, contemplate, and enjoy the cultural narratives behind them. I want each creation to serve not only as an artwork, but also as an object that brings aesthetic beauty and a sense of connection wherever it is placed.

6. How was your experience working with IKEA?

My experience with IKEA in this collaboration has been incredibly enriching. It gave me the opportunity to spread my wings and create beyond the traditional canvas and wall-mounted frame. This marks my first time painting on furniture pieces, expanding my artistic practice into new materials and forms, and I am truly delighted to be a part of this experience. Working alongside IKEA’s team has shown me how global design can respectfully embrace local artistry, and that has been deeply rewarding.

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