Photography

IKEA

IKEA for everyone

[2021–2022]

Client: IKEA
Campaign: IKEA for everyone, Where Pride is at home
Location: Vienna
Role: Photography

IKEA started as an experiment for me and became a long-term partner.

2021, on the construction site of the still unfinished IKEA at Vienna's Westbahnhof. Our models were drag queens and kings. Between scaffolding and site fences we made pictures that show what IKEA stands for: a place for everyone, whoever you are.

Credits

Agency Perspective
Drag artists Pandora Nox, Jacques Patriaque

Close-up of a drag performer with dramatic make-up wearing a white hard hat

Four drag performers in hard hats posing in a raw concrete hall

Drag performer in a yellow skirt leaning on a pole in front of the building

Drag performer in yellow rubber boots sitting on pallets on the roof at sunset

Four drag performers walking across a rainbow zebra crossing

Drag performer in a black and red sequin suit standing on the roof above the city

Drag performer in a flowing dress between concrete walls

Drag performer in a blue coat climbing a wooden ladder in the shell of the building

Drag performer in a yellow skirt on a wooden ladder, seen through a pipe

Where Pride is at home

For Vienna Pride, IKEA wanted to send a clear signal for recognition, inclusion and support. At the heart of the campaign: the Austrian drag artists Pandora Nox and Jacques Patriaque, who turned IKEA bed linen into one-of-a-kind outfits for Pride. Everyone should be free to feel at home in their own skin. These pictures were taken behind the scenes.

Tattooed drag artist sewing red and white IKEA fabric at a sewing machine

Two people checking a design on a tablet in a costume atelier

Drag artist taking a selfie with a piece of fabric in the atelier

Film crew at work in the atelier, a camera operator in the foreground