Ikea Italy made a notable debut at Milan Games Week & Cartoomics with an initiative that bridges interior design, pop culture and the imaginative world of role-playing games. The brand introduced “Drönjöns & Dragan – The Swedish Manual of Names That Sound Good”, a playful homage to the creative habits of role-players who have long transformed Ikea product names into characters, creatures or mythical landscapes.
The idea was sparked by a simple observation: tabletop and fantasy gamers often leaf through old Ikea catalogues—or browse the website—and stumble upon product names that sound as if they belong in epic sagas. Over the years, enigmatic words like NISSAFORS, BJÖRKSTA or DUKTIG have inspired goblins, enchanted valleys and legendary weapons, revealing a curious intersection between Swedish design and fantasy world-building.
Embracing this unexpected creative relationship, Ikea produced an official, Swedish-language manual collecting pages inspired by the last decade of catalogues. Each name is presented as potential lore, while product descriptions read like mystical incantations. The book is made even more unique by an original cover illustration from acclaimed comic artist Gipi.
At the Ikea stand—designed as a warm, whimsical living-room-meets-fantasy-realm—visitors were invited to generate characters using the manual and role-play them under the guidance of a game master. Winners received a copy of Drönjöns & Dragan, turning the experience into a mix of playful immersion and brand storytelling.
The activation also featured well-known gaming personalities Cydonia, Sabaku and Ciccio Lancia, who added momentum and encouraged attendees to explore how everyday objects like lamps, shelves or chairs can spark extraordinary narratives.
“This project celebrates the imagination and fun of role-playing games,” said Alessandra Giombini, Marketing Communication Manager at Ikea Italy. “The way players reinterpret our catalogue is surprising and delightful, but it also confirms its power as a source of inspiration—whether for furnishing a home or building fictional worlds. Gaming, like home design, is a place where people meet, dream and build connections.”
With this initiative, Ikea Italy expands its experiential marketing approach, positioning the brand not only as a home furnishings leader but also as a cultural catalyst. By entering the universe of tabletop gaming, Ikea underscores a central message: whether in real homes or imagined ones, people seek comfort, connection and a sense of belonging.
