Flatpack Fiancés, The Ultimate IKEA Dating App

Brands try out new things all the time. Sometimes they fail spectacularly, like Colgate’s kitchen entrees. Other times, they are such a roaring success that we completely forget what they used to do—anyone remember when Nokia was a paper mill?

As for why some brands succeed and some brands fail, it’s all about connection and how it makes people feel. And here’s the truth: you can pour millions into market research, but if people don’t vibe with it, they’ll walk. When Michelin created their restaurant guides, they put the thrill back into travelling. Dinner wasn’t just another everyday chore; it was an exciting special occasion.

For IKEA, flirting with the dating scene makes perfect sense. It’s already the perfect date spot: low stakes, lots to explore, and plenty of moments to daydream about a shared future (and maybe a shared bed). Think about it: wandering through mock bedrooms, brushing hands over soft throws, exchanging flirty glances by the flat-pack drawers – this isn’t just furniture shopping, it’s foreplay. And if things go well? You can seal the deal over meatballs like these lonely Shanghai seniors looking for love.

So, if chemistry can spark in IKEA showrooms, why not take it one step further and make an official dating app?

IKEA’s Dating App: Superminted Style

If IKEA wanted to match couples instead of sheets, we would be up for the challenge. Think of an app interface done completely in that iconic yellow and blue, with ‘build a date’ instructions in the style of an IKEA instruction manual. The first step in getting you set up with your soulmate? A design-driven personality test.

Discover Your Layout Love Language

Forget “Cats? Or Dogs?”, it is time for— “Billy? Or Alex?”

Discover your interior design personality by picking your ideal furniture set and living space layout. Then take it a step further with IKEA’s mood board matchmaking. Just upload your dream room aesthetic and find someone who shares your style.

Would someone who loves the airy, light colours of a Scandi interior fit well with someone who enjoys the edgy brutalist aesthetic? How would a serial minimalist cope with a die-hard Art Deco fan? Instead of fighting over sofas years down the line, swipe right on the Malm of your dreams for a date.

The Allen Key to Chemistry

IKEA dates are old news—what’s new are IKEA date challenges. First up: build a table in under 10 minutes, no instructions. It’s a crash course in communication, patience, and teamwork, giving you a sneak peek of how your date handles pressure—basically, a soft launch into married life (maybe even with kids in the background).

If building a table feels too easy, try assembling an entire dining set—every chair, every table, every screw—within an hour. No instructions, just teamwork. It’s not just a test of your DIY chops but of how well you work together when the pressure’s on. From Flatpacks to Feelings is all about turning everyday tasks into unexpected moments of connection. Because sometimes, the best way to get to know someone is over shared confusion, mismatched bolts, and a lot of laughter.

Why This Makes Branding Sense

In a world that’s moved beyond picture-perfect polish, people yearn to be seen and heard.

Brands don’t just have to look good, they need to feel right.

Nadine Wu

Which is why an IKEA dating app doesn’t feel like a stretch at all. It’s just another way that this brand brings people together.

IKEA has always been about home, togetherness, and building things that last (literally and emotionally). Picking out a sofa together? That’s practically a love language. So this isn’t a wild leap—it’s just IKEA being its same wholesome self, but with a romantic twist.

And hey, If Mitsubishi can sell cars, washing machines, and tractors, surely brands can try on a few extra hats too. The best kinds are human, humorous, and full of heart.

Own Your Voice with Superminted

Not every brand needs to reinvent the wheel to stay relevant. Sometimes, the real magic lies in leaning into what makes you human: the quirks, the humour, and the highs and lows. Because real resonance doesn’t come from perfection; it comes from personality.

So if you’re ready to build a brand that actually connects – bold, brilliant, and a little bit unexpected – we’re all in. Let’s create something unforgettable together.