Ikea India, Latest news About update: Parisian commuters may be surprised this week, as they step off the metro and into, well, a living room. In their newest marketing campaign, IKEA has furnished four of Paris’ busiest metro stops with sofas, lamps and trompe l’oeil-like posters of cabinets and bookshelves. Paris’ St. Lazare, Champs-Elysées Clémenceau, Concorde, and Opéra subway stations have been “invaded,” or so says the brand. The concept behind the campaign is akin to a test drive. Passengers in transit can, via the “bum test,” experiment with the comfort and durability of IKEA’s Ektorp and Kalstad couches and Brasa floor lamps.
Agence 14 Septembre, a communications group that specializes in architecture and design, collaborated with IKEA on the experiential initiative, which runs until March 24.
The Scandinavian furniture manufacturer delivered a similar campaign last January when they set up a faux oval office in Washington D.C.’s Union Station.
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