'The Apartment' by IKEA is Located in a Parisian Metro
Katherinev123 — January 11, 2012 — Marketing
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.
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.
Trend Themes
1. Subway Tunnel Housing - The trend of converting subway tunnels into housing spaces presents an opportunity for innovative and space-saving design solutions.
2. Guerrilla Marketing - The trend of using unconventional marketing tactics like placing fully furnished apartments in subway stations offers disruptive opportunities for brand promotion.
3. Optimizing Small Spaces - The trend of optimizing small living spaces provides an opportunity for companies to develop innovative and practical furniture and design solutions.
Industry Implications
1. Furniture - The furniture industry can capitalize on the trend of subway tunnel housing by offering space-saving and multifunctional furniture pieces.
2. 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.
3. Design - The design industry can leverage the trend of optimizing small spaces to create innovative and functional interior designs for compact living environments.
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