We recreated IKEA's most iconic photo. Guess how the Dutch reacted.

You may not recognize the name VILSHULT, but chances are you've seen it. It refers to IKEA's iconic photograph of Amsterdam featuring a striking red bicycle. This image has sold hundreds of thousands of copies worldwide, gracing homes from Appelscha to Tokyo. Originally captured in 1999, we revisited the photo for King's Day 2020. Check out the case video to discover the creative process behind it and how the Dutch embraced the project. This concept was developed by Tim Boom, Joshua Hoogeboom, Willem Droog, and me.

IKEA VILSHULT from 1999.

IKEA VISHULT 2020.