IKEA: Rack

Promote the new IKEA catalogue with lots of new products.
We used the existing architecture of the south station in Vienna. The box-looking windows of the frontside were converted into a giant EXPEDIT rack filled with new IKEA products. It’s size: 480 square meters.
The installation was realised for one month and was seen by more than 70,000 passengers daily. Traffic at the two IKEA stores in Vienna increased by 5.7% compared to the same period one year before.

Advertising Agency: DDB Berlin, Germany

November 2009


Guest's picture

big think. i like it

munirgee's picture
454 pencils

Great! Good Concept

ilovegreatads's picture
312 pencils

big idea

ilovegreatads's picture
312 pencils

...i like the fact that it's been specially created for the location, not just an off-the-shelf thing!

kripaakar's picture
522 pencils

good idea

opposite of u's picture
opposite of u
301 pencils

i love when they made up some facts that prove how constructive and effective the campaign was....i mean, c'mon, the passengers traffic increased for 6%? so basically, what u r saying is that because of your installation, people decided to travel to the south part of the city just too see the rack? yeah, sure they did.....they didn't get out on their stations, and they didn't get in on their stations, they deliberately choose south station, no matter how much time, or money they had to spend, just to see your work? go to hell with that shit.....besides that, nice one

Guest's picture

I think you didn´t get it right: the IKEA STORE TRAFFIC increased by nearly 6%, not the traffic in the station ;-)

silvi's picture
4172 pencils

Not creative, but big big impact and expensive.

PERP's picture
433 pencils

Agree with ilovegreatads. Congrats, great visual, and good achievement.

.: look for the green giant on the label :.

Corbeen's picture
1093 pencils

looks great.

Meezo's picture
40 pencils


kimberlyryan's picture
7 pencils

Love thinking outside the box.

kimberlyryan's picture
7 pencils

Love thinking outside the box.

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