When it comes to Ikea superfans, they don’t come much bigger or more viral than Adrian Widjy.
The Sydney-based content creator has a social media following of more than 855,000 combined across TikTok and Instagram and has made a name for himself as the go-to guy for Ikea content in Australasia.
So much so that even Ikea took notice, recently sending him to Sweden to explore the headquarters, museum and stores and share the Ikea story with his loyal followers.
Widjy’s Ikea hacks and finds have garnered hundreds of millions of views on both Instagram and TikTok.
One of his most popular videos to date shows Widjy using a turntable to better organise his fridge. Three years after posting it, the video still pops up on Instagram’s trending pages, and the views keep rolling in.
“I looked at my top 10 [most viewed reels] and three Ikea clips are on there and have a combined view count of over 100 million views,” Widjy tells the Herald.
“One of them was the Snurrad turntable I use in my fridge – I showed how easy it makes grabbing sauces just by spinning it around.
“Another [viral video] was the Stolthet chopping board with legs, which I demonstrated can work as a board, a display pedestal, a storage organiser and even a book rack.”
Widjy has also harnessed the power of finding viral items, like Lababu and showing his followers how to use Ikea to amplify the trend.
“With the rise of plush pendant bag charms like Labubu, my recent favourite hack uses the Sannahed deep frame. It allows people to turn their plushies into an art display that shows off their personality. It’s simple but so fun,” he says.
“This was millions of views across all platforms. I suppose people seem to love the idea.”
With New Zealand about to get its first-ever Ikea store in Sylvia Park in Auckland, does the master of flatpack have any tips and tricks for Kiwis navigating the maze-like store design?
“I’m a completist – I don’t take shortcuts! I love walking the full layout, he says.
“The best tip is to go in with an open mind and think about how each item could be repurposed or used in different spaces around your home. That’s where the magic is.”
His top three recommendations for Kiwi customers who don’t know where to start are the Billy bookcase, which the content creator says is “incredibly versatile for general storage and displaying of your favourite items”.
He also recommends the Palycke collection, “which has amazing items that are great for maximising unused kitchen space,” and the “genius” Klippkaktus fridge storage range.
“The beverage dispenser, automatic can dispenser and other smart organisers from Klippkaktus are super practical. The fridge storage boxes are simple but game-changing for keeping everything tidy.”
And when it comes to Ikea’s Swedish restaurant, New Zealand customers shouldn’t skip the classics, but not be afraid to customise them.
“The meatballs, of course, are a classic. But I also love the hot dog. My favourite hack is adding the chopped fried onions for an extra 50 cents.”
Kiwis can also buy the hot dogs and meatballs in take-home packs from the in-store marketplace, which is set up like a mini grocery store.
So does being the social media king of Ikea mean his entire house is decorated with only items from the brand? Widjy says their designer collabs are what hold the greatest pride of place in his home.
“I’ve kept so many of their collaborations, like the recent Gustaf Westman items, plus older ones with Byredo and Lego, just to name a few.
“I’ve always loved Ikea as a brand. I visit regularly because I genuinely enjoy hunting for clever, multifunctional pieces – the kind of items that feel like little gold and become ‘Ikea Finds’.”
Windjy says that’s what new shoppers, like us Kiwis, love most – the smart finds and their ability to be more than one thing.
“Something that looks like it serves a single purpose often ends up being so much more versatile.”
Jenni Mortimer is the New Zealand Herald‘s chief lifestyle and entertainment reporter. Jenni started at the Herald in 2017 and has previously worked as lifestyle, entertainment and travel editor.