IKEA Labyrinth

Find the shortest route through the ever-changing labyrinth, do all your shopping (for stuff you never knew you needed) and you'll be the winner. But there's a twist; the structure of the Labyrinth can change at any time as players manipulate the route to either make a path easier for themselves (because IKEAs layout is devoid of any logical sense), or to block that of an opponent (because suffering should always be shared).

D&AD New Blood Awards

Hasbro (Yellow Pencil)

Proof of concept