Because we need more of this in our complex, beautiful, messy, and too often terrifying, world. To provoke action, thought, empathy, and an unshakeable, haunting awareness that, in our modern context, parents console wailing children as bombs rattle cinder block. Communities witness their hospitals and doctors intentionally destroyed. War and genocide propel children across desolate mountain plateaus. That those realities matter, deeply, and deserve our attention and action, regardless of race, creed, gender, or any other rationale by which we justify labeling another as "other", looking away, or becoming so busy with our day to day we forget to look in the first place.
For two weeks the installation was an initiative to promote Norway’s annual fundraising event “TV-aksjonen”. This year all donations went to the Red Cross, and people living in war and conflict. IKEA partnered with the Red Cross to promote the cause.
25 m2 of Syria is an apartment at IKEA Slependen (flagship store in Norway). But it is not one of the "picture perfect" homes that are usually on display. The apartment is built as a replica of the real home of Rana and her family of 9 in Damascus, Syria.
The iconic IKEA-posters and price tags told the story of how people live. Lacking food, medicines and access to clean water. Caught in the crossfire of Syria’s civil war. But most importantly: On every little tag we let the public know just how they could help.