Brädspel — Interactive Product & Game Design
Overview
As part of our experiential services focused on interactive products and games, we developed Brädspel, a post-apocalyptic strategy board game set entirely inside an IKEA. The project was designed as a playful exercise in world building, product design, and audience engagement—transforming a familiar retail environment into a fully realized game universe.
The Concept
Brädspel imagines a world where civilization has collapsed and a small group of survivors has taken refuge inside an IKEA. Over time, the store becomes more than shelter—it becomes culture, religion, and economy. Traditional currency has no value, replaced by a barter system built around tools and materials scavenged from the store.
In this new society, players command armies of Dalahäst cavalry, battling to conquer different IKEA departments while gathering the resources needed to construct the ultimate symbol of power: the Golden Dalahäst. The first player to build it becomes the ruler of IKEA—and earns the coveted reward of the meatballs.
World Building Through Gameplay
The board itself is designed as a map of an IKEA showroom and warehouse, with each department functioning as a territory players can control and develop. Resources are inspired by the everyday tools used to assemble IKEA furniture—turning familiar objects into strategic assets within the game economy.
“IKEA Family” cards serve as chance-driven narrative events, introducing unexpected twists and humor while reinforcing the brand-inspired world. The game blends satire, storytelling, and recognizable cultural elements to create an experience that feels both absurd and surprisingly immersive.
Game Mechanics
The gameplay draws inspiration from several classic strategy titles, combining the territorial conquest of Risk, the resource-driven strategy of Settlers of Catan, and the economic progression of Monopoly. The result is a competitive, multiplayer experience where players balance expansion, resource management, and strategic alliances.
Experiential Impact
Brädspel demonstrates how interactive design can transform storytelling into a participatory experience. Rather than simply presenting a narrative world, the game invites players to inhabit it—making decisions, competing for resources, and shaping the outcome of the story themselves.
What This Demonstrates
This project highlights our ability to design custom interactive products that merge narrative, design, and gameplay. Through thoughtful world building and mechanics-driven storytelling, we create experiences that encourage audiences to engage directly with a concept—turning a simple idea into a fully playable universe.
