IKEA Philippines takes storage solutions on the road with immersive Home Furnishing Bus

IKEA Philippines has unveiled a roving showroom designed to bring its storage and organisation solutions directly to Filipino communities, as the retailer deepens its push for experiential, community-led engagement.

Launched on 6 February 2026 in Pasay City, the Home Furnishing Bus will travel across Metro Manila and selected destinations in Cavite, Batangas and Laguna until April 2026. The initiative transforms a bus into an immersive display space, allowing visitors to step inside and explore wardrobes, drawers, office systems and home storage solutions in a setting designed to reflect real Filipino households.

At the heart of the campaign is the message: “Make space for what matters.”

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For many Filipino families, space at home is not simply about square metres but about memory – from generations of family photos and hand-me-down furniture to toys and children’s drawings kept long after childhood. The campaign positions decluttering not as letting go, but as finding room for what holds meaning.

The bus is designed as a travelling snapshot of lived-in homes where sentiment and functionality coexist. Each display has been styled to feel practical and familiar, mirroring the realities of growing families, compact living spaces and evolving routines.

The launch in Pasay was attended by executives including Frida Wallin, IKEA country business navigation manager; Manuela Seemann, IKEA Pasay sales manager; Sarah Cox, IKEA Philippines country selling manager; Jasmin Cruz, IKEA Philippines inspiration and communication manager; and Ricardo Pinheiro, IKEA Philippines country retail manager.

The campaign also leans into entertainment-led storytelling. Integrated into the experience are “Fast Talk” interviews hosted by Boy Abunda, featuring actress Jolina Magdangal during the 6 February launch at IKEA Pasay, and YouTuber Benedict Cua on 8 February at Ayala Malls Nuvali.

Further extending its cultural footprint, the brand has partnered with Ang Walang Kwentang Podcast, hosted by directors Antoinette Jadaone and JP Habac, with an episode set to be filmed inside the bus.

Visitors are encouraged to open drawers, test storage systems and engage with mini-podcast content embedded within the space – blending product demonstration with storytelling. The approach underscores IKEA’s intent to create a tactile, people-first experience where consumers can see, touch and try solutions rather than simply browse them online or in-store.

By taking the showroom beyond its Pasay flagship and into residential catchments, IKEA is reinforcing its positioning as a partner in everyday Filipino home life – one that recognises homes are built as much on stories as they are on shelves and boxes.

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