In order to kick off the opening of a new store in France, IKEA set up an unusual climbing wall to raise awareness about this event. With the aid of the ubi bene agency, IKEA set up a rock wall and dressed it up with everything from dining tables to chairs and beds.
The rock wall was set up so that showroom furniture pieces were fixed in place vertically, making it the perfect opportunity to capture a dynamic selfie. With a professional on site, people on the street were invited to get fitted with a harness and take the climb up the quirkiest showroom ever. To make getting around easy, the rock wall included spots for people to grip and step, offering a quick way to scoot from the bedroom to the living room.