IKEA Creates A Living-Room In The Heart of Paris

Posted: December 24, 2010 in Advertising, Brand management, Marketing

Most of us is going to IKEA to taste the wonderful meatballs while shopping at the same time. IKEA continues to mesmerize not only the market but also the streets by extending the limits of advertising. To reach more consumers, IKEA goes outside and is furnishing street sidewalks with bright and comfortable pieces from its stores.

From 10 through 24 March 2010, the iconic furniture retailer, IKEA is providing great installations by creating home environment in the space of a Paris underground stations. Last year the home products retailer organized a similar campaign in Lyon, and this time the company is surprising Parisians and guests of the capital by creating a warm spot just in the middle of the busy place.

Even it continues the movement by taking sofas to the streets of the capital by focusing on areas that are heavily trafficked during the holiday season (such as the Champs-Elysées and the Latin Quarter). IKEA invites passengers to sit and rest on one of the sofas in a cozy environment. It’s simple to make yourself at home wherever you are with the help of IKEA. The unique installations occupying bus shelters around the city have been on display from December 15 through December 21. Not only Parisians but also visitors to the city taking the bus have a very different experience while waiting for their ride to arrive. Sofas, shelves, lighting and decorations are now part of the trip.

Although the idea of converting bus-shelters is not new, there’s something worth telling. One of the latest projects of this kind was created by Absolut, which turned the places where people wait for their bus into lounges decorated in style of the brand’s drinks. This new initiative by IKEA is not dedicated to some specific product, however it seems compatible with the brand’s philosophy in general: with IKEA furniture, virtually any place becomes your home.


Along with the street component of the campaign, IKEA also launched an online competition on Facebook. On its French page, the brand encourages fans of comfortable interiors to join the ‘The Race to the Bus Shelter’ contest by photographing each of the 12 destinations around the city. The brand is giving out € 100gift card to the entrants, who will be the first 10 to complete the task and will also give the contestant with the most original and surprising stills a special prize.

It won’t be truism to claim that this will result in more people using the bus. But the Swedish furniture giant gives people a pleasant experience of making public transportation.

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