To promote the opening of its 30th store in France, Ikea installed a furnished apartment onto a fully functional climbing wall.
Located in the city of Clermont-Ferrand, the wall is 9 metres high by 10 metres wide and features a colourful assortment of furniture, which has been fixed vertically to the climbable surface.
Beds, cabinets, tables, chairs, lounges and accessories designed by the Swedish company have been arranged into display rooms similar to those found in-store.
Members of the public can be hooked up to safety harnesses and navigate the rooms using steps and grips fitted to the wall.
The outdoor installation is the latest collaboration between Ikea and Paris-based creative agency Ubi Bene, whose past unconventional marketing efforts include a live bathroom billboard and oversized apartments.
Courtesy Gizmodo & Ubi Bene