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As part of a bizarre marketing stunt, the Swedish furniture giant built an apartment in the middle of the Auber metro station in Paris.
Not only did the company fit it with its own-brand materials, it has also put five people in it to live for five days.
The idea?
IKEA wants to tell people that its storage products can make the tiniest of living spaces habitable. So basically it’s a demo that can’t miss be missed or ignored by commuters.
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Here is how the residents are getting on so far (thanks to Business Insider for images):
IKEA has built an apartment in the middle of a Paris Metro station
One of the "residents" keeping busy. Check out all that storage space though!
IKEA apartment
Having the craic! Note the champagne.
IKEA apartment
Between commuters and trains, how would you ever get any sleep?
Also, this is the same area where the champagne party was happening earlier. Couch-bed!
IKEA apartment
Safety first.
IKEA Apartment
Every room has a window to make sure commuters can get a good gawk from wherever they are.
IKEA Apartment
It really is right smack in the middle of the station.
This is not the first time that IKEA has utilised the French metro system. In 2010, the St. Lazare, Champs-Elysées, Clémenceau, Concorde and Opera stations were kitted out with sofas and lamps, according to psfk.
Sunday 17 November, 2024
Sunday 17 November, 2024
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IKEA has built an apartment in the middle of a Paris Metro station
IT’S BIG BROTHER – Ikea style.
As part of a bizarre marketing stunt, the Swedish furniture giant built an apartment in the middle of the Auber metro station in Paris.
Not only did the company fit it with its own-brand materials, it has also put five people in it to live for five days.
The idea?
IKEA wants to tell people that its storage products can make the tiniest of living spaces habitable. So basically it’s a demo that can’t miss be missed or ignored by commuters.
Here is how the residents are getting on so far (thanks to Business Insider for images):
IKEA apartment
IKEA apartment
IKEA apartment
IKEA apartment
IKEA Apartment
IKEA Apartment
Plus, here is how IKEA built the structure:
This is not the first time that IKEA has utilised the French metro system. In 2010, the St. Lazare, Champs-Elysées, Clémenceau, Concorde and Opera stations were kitted out with sofas and lamps, according to psfk.
-Additional reporting by Business Insider
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Apartment Auber Big Brother France IKEA Metro storage