Ikea's experiential Climbing Wall
What is it?
A lot of us spend a lot of time lounging, sleeping, eating—heck, living out of and off of Ikea furniture. In order to promote a new superstore coming to Clermont-Ferrand in the middle of France, IKEA created a fully functional climbing wall made from their signature modern furniture.
Passers-by were able to join in and give it a go, with safety equipment and
expert supervision provided. The activation was heaps of fun for the participants
and onlookers and proved the sturdiness of IKEA’s goods in a very interactive
way – great for encouraging brand trust going forward.
Ikea pulled off an unconventional publicity stunt which spread locally and far
beyond, garnering global coverage and recognition for the store opening, but
also for the sturdiness of IKEA products.