'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.
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