Ikea Turns Wardrobes Into Love Stories

Storage Is Sexy, by Mother, is a new dating show, that makes room for romance

By Creative Salon

02 October 2026

Is being organised the hottest thing a person can be? Could you fall in love based on their wardrobe alone?

IKEA's new dating show, Storage is Sexy, hosted by Charley Marlowe, is here to find out.

The show, created by Mother, shows three singles who will bare their PAX wardrobes, all to see who potentially matches up to their taste in style and organisation.

Episode one, we meet Dani: a creative motorcycle designer with an eye for detail. She looks into the wardrobes to see whose organisation gets her heart racing.The wardrobe dates sit behind their storage displays, listening in to see what the potential date has to think about their clothes, accessories and style.

The three different wardrobes all showcase Ikeas PAX range. From sliding doors and lighting to extra-wide, narrow and everything in between, PAX is designed around your life. Built for your wants, your needs and the way you live, PAX works hard and looks good doing it.

Episode two, we meet Kajal: a doctor with strong opinions about wardrobe organisation. She's believes that a man that can plan a wardrobe, can definitely plan a life with her.

Along with Marlow’s excellent humour and dating expertise, each contestant finally choses their date based on the wardrobe they found the most attractive, showcasing that being organised can be the hottest thing a person can be.

This dating show brings a new kind of brand-storytelling, with a message that love can be found in the most unexpected places. It showcases that it isn't about who you meet, but how you showcase your style, confidence and a wardrobe that tells your story.

Credits:

Brand: IKEA UK

Creative agency: Mother

Production Company: Faithful Hound

Director: Chris Faith

Producer: Emily Meyjes

Production Manager: Alice Pitt-Carter

DOP: Olly Wiggins

Edit: Andy Phillips (The Chophouse)

Sound: Ed Downham (King Lear)

Post House: Wash Studios

Post Producer: Libby Cavenett