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'The Apartment' by IKEA is Located in a Parisian Metro

By: Katherine Vong - Published: • References: ikea & brandingmagazine
'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. Stats for Subway Tunnel Housing Trending: Older & Buzzing
Traction: 13,161 clicks in 149 w
Interest: > 3 minutes
Concept: The Apartment By Ikea
Related: 73 examples / 56 photos
Segment: Neutral, 18-55
Comparison Set: 27 similar articles, including: cozy commuter couches, 32 ikea inventions, and male-oriented retail playgrounds.