For many years, Paprika has been partnering with Transcontinental to create a promotional piece they send to their clients and partners as end of the year wishes. Each time, we give ourselves the challenge to arouse surprise and bewilderment among a seasoned public of communication agencies and clients hooked on design. The piece also needs to highlight Paprika’s creative skills and Transcontinent’s virtuosity of execution. This time around, we chose to rethink the Christmas tree the IKEA way. A timely pastiche, given the likeness of our companies and the fact that we both belong to the great design community. If the concept seems easy at first sight, one must know that it was made entirely from scratch. The calibration of the tree’s pieces, for example, required both meticulous work to ensure a harmonious finish and making sure it wouldn’t become an assembly nightmare for those it was intended for. That said, the assembly had to retain a certain complexity. We are still talking about IKEA!