How this home furnishing bus hopes to inspire Filipinos’ living spaces

MANILA, Philippines – In most Filipino homes, space is limited, but belongings are not.

A cabinet can hold years of memories like pasalubong from relatives abroad. Drawers contain school records, birthday gifts, and wedding souvenirs, while walls are full of family members’ graduation photos.

This is the reality that the Home Furnishing Bus of IKEA Philippines seeks to resonate with: homes that are compact yet deeply personal.

At its launch at the Mall of Asia Complex in Pasay City, where the world’s largest IKEA store is also located, IKEA Philippines country selling manager Sarah Cox clarified that the initiative is not about pushing people to throw things away. Instead, it is about helping them live better with what they already have.

“Every small thing that is collected in a Filipino home has a story behind it,” she said. “We don’t want you to get rid of things. We don’t want people to hide their stories. We want to help the many Filipinos find a way to make [their homes] beautiful, make space for what matters, and make those stories come alive by living in a home that’s organized.”

Inside the bus is a mobile showroom that will travel around Metro Manila and nearby provinces, including Cavite, Laguna, and Batangas, until April 2026. This offers Filipinos an opportunity to explore home setups without leaving their neighborhoods.

Visitors will not find checkout counters like in traditional IKEA stores, but they will find fully styled, small-space setups: a compact bedroom with vertical storage, modular shelves that turn corners into usable space, and closed cabinets that reduce visual clutter without erasing personality.

The message points out that organization is not the same as erasure.

Making space for what matters

In many urban Filipino households, multiple family members share tight spaces. Storage becomes improvised: plastic bins stacked under beds, too many hooks behind doors, and cabinets overflowing into each other. Over time, the lack of structure can make even meaningful objects feel like clutter.

Cox said the bus strongly emphasizes the importance of storage because it can change how people experience their homes. Vertical solutions, hidden compartments, and multifunctional furniture show how square footage can stretch further than it seems.

The idea is not to minimize its importance but to give it room.

Instead of discarding cherished items, organizing them can become part of the design. A curated shelf can highlight family photos. Closed storage can protect items of sentimental value while creating a more open, breathable space. A small desk can function as both a vanity and a study table.

In this way, small homes do not have to feel small.

Taking design out of the big store

This marks a symbolic shift in how the bus operates. Aside from inspiring customers at its physical locations in malls, the company is taking its services right to you.

The bus suggests home design does not have to be experienced only inside a store — it can be in a mall parking lot or a community space, and still generate ideas.

Product names and prices are displayed, while QR codes allow visitors to browse items online or check availability at the Pasay store or the TriNoma “Plan and Order” shop in Quezon City.

By bringing styled rooms directly to communities, the Home Furnishing Bus reframes what accessible design looks like. It shows that even modest homes can be functional, organized, and reflective of the lives lived inside them.

For Filipino families whose spaces are filled with memory, that reframing matters. It affirms that the goal is not to own less meaning — but to make more room for it.

Testing new ways to engage consumers

The Home Furnishing Bus also serves as a testing ground for IKEA’s omnichannel retail strategy, allowing the company to reach consumers outside traditional malls.

“We are trying to be in more places to allow consumers to meet us where they want to meet us, not where we choose to come and meet you,” Cox said, adding that the initiative forms part of IKEA Philippines’ broader push toward an omnichannel retail strategy.

IKEA Philippines will track visitor turnout and engagement, including sign-ups for the IKEA Family program, to determine whether the bus will expand to more locations or be adapted for other markets in Asia.

“The world changes, so we need to find new ways. We can learn a lot and think of other ways that we can meet people,” Cox said. “We can also share with our colleagues in places like Malaysia and Singapore.”

By bringing inspiration directly to neighborhoods, the Home Furnishing Bus shows that home design doesn’t have to be confined to big stores, and that even small spaces can be functional, organized, and full of personal stories.

Admission is free on a first-come, first-served basis, with operating hours varying by location. – Alfon Cabanilla/Rappler.com

Alfon Cabanilla is a Rappler intern studying AB Communication at Ateneo de Manila University.