IKEA is at it again, filling bus shelters in select metro areas with comfortable couches and interior design-themed wallpapers. The effect is both expected and surprising: the spaces feel more cozy but also look less out of place than one might have guessed.
Glowing signs, bus plans and route maps are all fit into the surrounding designer themes and look like intentional wall art within each scene. While some of the elements are (by necessity) simply two-dimensional representations, the sofas are real and certainly a warm and plush alternative to a cold hard bench.
Unfortunately, for many reasons, this is not a full-time solution – weather being just one of them. Instead, it is a temporary holiday campaign focused on Paris and due to be dismantled this coming week.
Still, for those who have to sit and wait in the meantime, it is a nice alternative to the boring old city bus stops people sit in day in and day out on their way to and from work.
As part of the camaign, Ikea representatives and KIIS Network street teams will take to the streets to entertain commuters and reward them with Opal and Smart Rider cards.
“We were excited to partner with Adshel to showcase our products and the 2018 Ikea Catalogue launch message in an impactful way,” said Peter Moore, external communications and media manager, Ikea.
“As an emphasis of this year’s catalogue related to life in and around the living room, working with Adshel on these special-build activations allowed us to convey this theme in an engaging and fun way, whilst providing commuters with a comfortable and functional space.”
Adshel’s sales and marketing director David Roddick added: “The cross-platform use of two of HT&E companies builds an exceptionally strong campaign, giving scale to the IKEA message. This campaign truly demonstrates the flexibility and impact Adshel Immerse offers advertisers.“