Ikea TIDSAMM
With TIDSAMM, IKEA Belgium explored a simple but telling insight. While many Belgians eat together, cooking together is far less common.
The concept was built around changing that habit. Instead of organising a traditional dining moment, TIDSAMM invited people to actively take part in the preparation itself. Visitors could book a time slot and step into a fully equipped, mobile IKEA kitchen set up in Brussels, designed to feel open, welcoming and familiar.
Cooking became the starting point for connection. Strangers, friends and families shared tasks, recipes and conversations, turning preparation time into a social moment. The experience focused on participation rather than performance, lowering the threshold to join and making shared cooking accessible to everyone.
By bringing the kitchen into the city, TIDSAMM translated IKEA’s belief in everyday togetherness into a tangible, public experience. Not just eating side by side, but creating something together from the very first step.
