The collaboration between McCann and Ikea heightens home furnishings for the disabled.
About 15% of the “worlds population” has some kind of people with disabilities. Eldar Yusupov is a Tel Aviv, Israel-based copywriter with cerebral palsy, and in 2017 he happened to mention to his leaders at McCann that the low-spirited height of the part couch cleared it difficult for him to get up. He liked the Ikea couch, and if it were just a few inches taller, he told them, he would probably even buy one for his own apartment, where most of the furniture is specifically realise for a disabled person–and much of it is expensive and unappealing. That conference provoked more discussion, and eventually, over the next two years, led to ThisAbles, a collaboration between McCann, Ikea, and Israeli disability titles radicals to oblige the Scandinavian company’s iconic home furnishings–couches, dressers, cabinets, lamps, and even shower curtains–more accessible via open-source, 3D-printable add-ons that can be used with non-Ikea pieces as well.( Ikea already produces a selection of accessible components, such as tables tall fairly for wheelchair sitting .) The 3D-printing technology , now widely available at maker laboratories, print shop, libraries, and retailers,” allowed us to make it local and world-wide at the same time, and not wait for mass production ,” says Michal Popov, McCann Tel Aviv’s CFO.” It’s not awareness-raising campaigns. It’s something here to stay .”