Design will kill marketing, says Ikea’s former design chief.
Marcus Engman is leaving Ikea to run a consultancy that convinces companies to spend their marketing budget on what matters: design.
Design will kill marketing, says Ikea’s former design chief.
For the past six years, Marcus Engman has successfully made Ikea weird.
As the company’s head of design, he spearheaded artistic collaborations on tropical furniture and L.A.-inspired skateboards to push the reserved Swedish furniture giant out of its minimalist comfort zone. But Engman recently left Ikea to start a company of his own called Skewed Productions, as a partner of the design firm Doberman. Think of Skewed as a hybrid of design studio and ad agency–its goal is to create marketing moments for companies through product design itself. Instead of spending money on ad buys, Engman wants to teach companies to market themselves through their design.
Source: Ikea’s Marcus Engman founds design agency Skewed Productions
