For years, IKEA has been committed to creating solutions that make everyday life more sustainable and circular. But there's someone who has been doing it since ever, the past generations, who grew up making recovery a real lifestyle. So who, better than them, can teach it to the new generations?
Thus, "From Generation to Regeneration" was born, a project in collaboration with Anteas, an association that has always given a voice to those who want to make their knowledge of a lifetime available to the community.
Guided by the message "To change the future, let's put the past back into circulation", this activity gave birth to different contents, with the constant aim of stimulating a dialogue on the circular philosophy between different generations and inspiring people on the theme of creative recycling. Thus, five video tutorials were born, in which Anteas experts and a group of young influencers collaborated to upcycle old IKEA products. But that's not all. “From Generation to Regeneration” became a podcast to tell the extraordinary stories of five people who have made circularity their philosophy of life, as well as a series of workshops and in-store activities.