Upside Down


Ikea store openings are always a bit of an event (who doesn’t like to combine Swedish meatballs with storage solutions?) but with the firm currently enjoying a bit of an advertising renaissance, creatives pulled off something really special for the opening in French town Clermont-Ferrand… by building a flat on a climbing wall.

The wall is 9 meters high by 10 metres wide and fitted with steps and grips, allowing the public to navigate the range of beds, cabinets, tables, chairs, sofas and accessories. Pretty neat, although I wouldn’t fancy sleeping in that bed…



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