# Subway Tunnel Housing 'The Apartment' by IKEA is Located in a Parisian Metro By Katherinev123 | Published 2012-01-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-apartment-by-ikea References: [brandingmagazine](http://www.brandingmagazine.com/2012/01/10/ikea-lappart-an-appartment-in-the-middle-of-a-metro/) & [ikea](http://www.ikea.com) 'The Apartment' by [IKEA](https://www.trendhunter.com/trends/ikea-sleepeasy) 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](https://www.trendhunter.com/trends/apartment-ann) and make them comfortable and liveable; ultimately, it's a great way to showcase IKEA's different space-saving products. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 90% | Activity: 99% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What Makes This Trend Stand Out - **Subway Tunnel Housing:** The trend of converting subway tunnels into housing spaces presents an opportunity for innovative and space-saving design solutions. - **Guerrilla Marketing:** The trend of using unconventional marketing tactics like placing fully furnished apartments in subway stations offers disruptive opportunities for brand promotion. - **Optimizing Small Spaces:** The trend of optimizing small living spaces provides an opportunity for companies to develop innovative and practical furniture and design solutions. ### Sectors Adopting This - **Furniture:** The furniture industry can capitalize on the trend of subway tunnel housing by offering space-saving and multifunctional furniture pieces. - **Real Estate:** The real estate industry can explore the potential of converting subway tunnels into residential spaces to meet the growing demand for affordable housing in urban areas. - **Design:** The design industry can leverage the trend of optimizing small spaces to create innovative and functional interior designs for compact living environments. ## Related on Trend Hunter - [Secret Sleep Pop-Ups](https://www.trendhunter.com/trends/ikea-sleepeasy.md) - [Reimagined Minimal Parisian Apartments](https://www.trendhunter.com/trends/minimalist-cocoon.md) - [Domestic Awareness Campaigns](https://www.trendhunter.com/trends/this-is-not-a-home.md) - [Swedish-Style Kitchen Pop-Ups](https://www.trendhunter.com/trends/ikea-house-warming.md) - [Housing Crisis Presentation Campaigns](https://www.trendhunter.com/trends/real-life-roomsets.md) - [Cleverly Designed Micro Apartments](https://www.trendhunter.com/trends/cabanon.md) - [Living Condition Awareness Dollhouses](https://www.trendhunter.com/trends/unwelcome-home.md) - [Smartly Designed Compact Apartments](https://www.trendhunter.com/trends/compact-apartments2.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md)