If only love lasted as long as Ikea furniture

In 2024, IKEA celebrated 20 years in Portugal.
To mark the occasion, we invited the everyone to find out whether the oldest IKEA piece of furniture in the country might be in their own homes.
During the campaign, we received thousands of testimonies about the longevity of our furniture — and we were surprised by how many people spontaneously claimed that their furniture had outlasted their romantic relationships.
This powerful insight gave us a new lens on the durability of IKEA's furniture.
Not only is it long-lasting — it's actually likely to outlive most relationships, as these real stories prove.
Here are three real comments we received during the 2024 campaign:
Anne_Marie Roque:
"My Malm dressers have survived 8 house moves! They started in the bedroom, moved to the bathroom, the balcony, the garage — and made it back to the bedroom! They've lasted longer than the relationship I had when I bought them. Way more faithful! 😁"
Alena Zhyhunova:
"Over the years, the Malm bed has witnessed laughter, shared dreams… and even a few arguments. Unfortunately, the relationship didn’t pass the test of time — but the bed did."
Rute Teixeira:
"When I bought this table, there were just two of us at home. Then came two daughters. On it, I’ve had romantic dinners, hosted friends, worked, and fed my babies. The table also saw the family change — with a separation and the beginning of a new relationship."
The solution: “If only love lasted as long as IKEA furniture.”
Out of the many stories shared with IKEA came a campaign built on this creative concept — one that playfully explores the differences between relationships with furniture and people, in lighthearted tone and free of judgment.