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‘The Apartment’ by IKEA is one of the most innovative ways a company can possibly promote its furniture products. IKEA, a brand that is no stranger to guerrilla marketing tactics (remember the couches it placed at various bus stops?), has created a fully furnished apartment in the middle of a subway station—the Auber metro in Paris.
Created by Ubi Bene, The Apartment by IKEA currently houses six people, who will live in it from Jan. 9 to 14. It’s a 54-square-foot space and is furnished with everything you would need to live—beds, tables, shelves, lighting, even artwork—and all are from IKEA, of course. The goal of The Apartment is to show how consumers can optimize small spaces and make them comfortable and liveable; ultimately, it’s a great way to showcase IKEA’s different space-saving products.