Ikea is helping Toronto celebrate Pride this weekend by creating slipcovers for its loveseat sofas inspired by 10 different Pride flags. 

The campaign, via Rethink, commissioned four designers from the LGBTQ+ community (Bianca Nachtman, Madison Van Rijn, Charlotte Carbone, and Ali Haider)  to design the covers, which include designs inspired by the transgender, pansexual, 2Spirit, gender fluid, bisexual, non-binary, lebsian, progress and asexual flags. 

While the custom designs will not be available for purchase,  they will be on display in Ikea stores across Canada to coincide with Pride celebrations in their corresponding regions. They've also been used for a series of films that will appear on social media telling the stories of different members of the community, and they will feature on billboards running in Toronto, Montreal and Vancouver through July 22.

In addition to Rethink, Carat worked on media, Wunderman Thompson on CRM and Hill+Knowlton for PR for the campaign. 

“Each Love Seat was designed in collaboration with a community member and inspired by the colors and personal meaning of the corresponding flag. Each designer had the freedom to create a one-of-a-kind piece of art,” said Claudia Mayne, director, marketing communications at Ikea Canada, in a statement. “This partnership is our way of helping artists in different communities express themselves on a large platform in a way that’s been tricky during COVID-19.”