Eureka Spiritsis

Introducing EUREKA SPIRITSIS, the enigmatic and stylish kitchen brand that doesn’t even exist. The truth is, it’s actually an anagram for ‘SURPRISE, IT’S IKEA’. With our playful misdirect we show off a range of surprising design and quality features and debunk some of the common misconceptions that customers might have about IKEA kitchens. We lied about the name, but everything we say about the kitchens is true.

The film is supported by press partnerships across luxury interior design publications and a TikTok campaign with etiquette coach William Hanson who eloquently guides us with his ‘IKEA kitchen etiquette’.