1990

MAMMUT: Daring to be different. A whole furniture series for children is introduced that not only meets the demands of wild childish imaginations, but also stands up to the wildest of children's games. The IKEA website and childrens IKEA are launched in 1997.

IKEA's art direction at the end of the 90s experiences a shift where it's not about furniture anymore. People now give furniture identity based on their lifestyles. IKEA isn't the product anymore, people are.