IKEA embarks on the interior transformation tour across the U.S.

IKEA USA is rolling out a new project, “IKEA Home Tour,” that aims to share design tips and home furnishing expertise literally on the go. The furniture retailer forms a team of home design experts that will explain local customers how to create truly comfortable and efficient living spaces. IKEA Squad will undertake two makeovers side by side with the home owners, using the IKEA products.

To make this experience even more valuable, IKEA will document the before & after home transformations and upload them to the dedicated YouTube channel along with design tips, and behind-the-scene interviews. The company is also inviting the audience to keep track of the Squad, which includes 5 experts, by following them on @DesignbyIKEA and Instagram @IKEAUSA, or using the hashtag #IKEAHomeTour. Under the videos on the page, IKEA features the products used in the new interiors.

The IKEA Home Tour Squad will make four stops—in Charlotte, Washington D.C./Baltimore, Philadelphia and New York City, transforming homes or apartments of two homeowners at each of the locations. Those who want to take part in the program and get a personalized advice for their homes can submit to their application to the dedicated page, sharing a video. The submission periods are different for each of the location—for instance, consumers from the tour’s final destination, New York, can apply from June 2 through July 6.

“We believe that people can do simple things that make a big difference to make life at home better,” said Julie Foor, IKEA Home Tour project manager. “With the tour, we’re tackling home challenges that are universal, so there are smart ideas and inspirational tips from the makeovers that can be helpful for anyone.”