Insight:
Home is where we relax, unwind, and truly get comfortable—especially on the couch. But what if we took that comfort to the next level? Inspired by IKEA’s philosophy of making home count, we set out to create the ultimate lounging experience—where comfort and style go hand in hand. 

Idea: 
We designed a Home Wear Collection—ultra-comfy loungewear that not only feels like an extension of the sofa but also enhances everyday living. By combining comfort and functionality, we bring IKEA’s vision of "Make Home Count" to life in a whole new way.

Execution: 
To launch the collection, we’ll introduce it with a clever promotion—buy a sofa, and get the home wear for free. This not only ties the product to its inspiration but also generates PR buzz. Over time, the Home Wear Collection will be sold separately, creating a fun and functional new category for ultimate relaxation.