The world’s most famous flat packed furniture giant has unveiled an innovative and unique experiential campaign called ‘The IKEA Apartment- 54 square meter Ideas to Life’.
Building an entire apartment in a confined space of just 581 square feet inside the Auber Metro Station in Paris, the Swedish power brand set out to demonstrate how IKEA storage can make even the smallest flat comfortably habitable.
5 ‘housing volunteers’ have been assigned as the apartment’s residents for a 5 day period from 9th Jan to 14th Jan, going about their daily routines of going to work, returning home, cooking an evening meal and going to bed whilst commuters observe their behavior through the windows of the flat itself.
How better to demonstrate the flat-packed neat storage the brand is so synonymous with than by physically showcasing them ‘in action’ in a live environment. The real touch point IKEA draws on, is enabling passers-by to watch the residents interact with each other and the IKEA products, in this tightly compact space. Going about mundane day-to-day activities, as well as hosting a party, the residents successfully showcase how ‘IKEA makes your everyday better’. As with the most successful experiential campaigns, IKEA harnesses the power of social media to amplify and extend the reach of the activity.
With the help our multi lingual insights department, we have translated the likes and occupation of the 5 residents in this video
Name: Anis
Age: 31
Job: sports teacher
Likes: cooking, sport, DIY and Audrey
Name: Audrey
Age: 30
Job: business woman in big company
Likes: sports, video games with friends, impromptu parties and Anis
Name: Benjamin
Age: 35
Job: photographer
Likes: music, especially ukulele at the moment, on own or between friends, but also DIY, decoration and anything artistic
Name: Jeanne
Age: 28
Job: Nurse
Likes: looking after the flat, furnishing and decorating
Name: Lucie
Age: 32
Job: designer, works from home
Likes: fashion fashion fashion and believing that clothes are like a new income
