Read our new manifesto
22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

IKEA unveils trippy flat pack rock climbing wall

Swedish furniture store IKEA has marked the opening of its latest outlet with an unconventional display, after stacking a number of its wares onto a giant vertical billboard to double as a trippy rock climbing wall.

The colourful concoction can be viewed in the French town of Clermont-Ferrand where the 30 foot-high structure stands in the centre of town.

Composed entirely of real IKEA furniture the set-piece offers passers-by to clamber around to their hearts content with the assistance of professional climbers, assuming the builders aren’t missing any crucial screws.

Vanessa Vannier of communications agency ubi bene said: “As Clermont-Ferrand is a sporty city, IKEA wanted to give to the inhabitants an event that perfectly suits their needs.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis