Creative Direction| AR Experience Development
Client: IKEA Spain - ELISAVA School of Design and Engineering
Creative Team: Karla Valenzuela, Alber Puerta Leuza, Clara Fermandois, Eduarda Manrique, Paula Navarro
Project: Andra: A new, old town.
This branded content project explores circularity as a new way of inhabiting, inspired by IKEA’s vision for 2030: making all products reusable, recyclable, or compostable. The concept “To Be Continued” reframes the idea of home not as a fixed space, but as a flexible network of meaningful objects and routines.
It speaks to the conscious renovator: someone who seeks to align their home with their values, using creativity and curiosity to live more sustainably. The project positions IKEA as a key ally in building a more regenerative and intentional way of living.
Circe
ANDRA is an abandoned village in Girona, Spain, acquired and rebuilt by IKEA as a real-world experiment in circular living. Named after the Swedish word “andra”, meaning “other” or “second,” the project embodies the idea of second chances, for materials, spaces, and ways of living.
Instead of launching a traditional campaign, IKEA chose to give new life to what was once discarded. Buildings are restored, furnished with reused IKEA products, and reactivated through workshops, cultural spaces, and shared studios. Artisans and residents are invited based on their commitment to conscious, circular living, people who see home as a space for care, creativity, and transformation.
ANDRA is not fixed or permanent; it evolves with those who inhabit it. It’s a town in constant reinvention, where nothing is wasted and every end becomes a new beginning.
The ANDRA campaign launches with press releases, geolocated content, and street posters inviting participation. It continues with a Fiesta Mayor featuring repurposed objects, live music, and creative activations like tattoo redesigns. For those unable to visit in person, an augmented reality experience allows online exploration of the town.
The project evolves into a living narrative with its own radio, digital newspaper, open collaborations, and a dynamic website to keep the community engaged.
