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

You may not have heard of VILSHULT but chances are you’ve seen it. It’s the name of IKEA’s iconic photo of Amsterdam with the red bike. It’s been sold hundreds of thousands of times around the world and you can find it in homes from Appelscha to Tokyo. The original photo was taken in 1999 and for Kingsday 2020 we shot it again. Watch the case video to see why and how the Dutch responded. The idea was developed by Tim Boom, Joshua Hoogeboom, Willem Droog and me.




IKEA VILSHULT from 1999.


IKEA VISHULT 2020.


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