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Have you ever heard of “Furniture Climbing”?


IKEA once again proving itself as the master of experiential marketing with its innovative campaign during the launch of their France’s 30th IKEA store. The Swedish furniture company installed a vertical rock climbing wall covered with IKEA furniture in Clermont-Ferrand. The campaign comprised of a nine-metre tall wall, decorated just like a showroom, only flipped on its side. On these artificial wall hand grips and steps were installed for climbing purposes. The passers-by were invited to climb with a safety harness and guidance from a professional. Their previous marketing campaign involving parchment paper recipe to promote its ingredients also grabbed attention.

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