To reach more consumers, IKEA goes outside and is furnishing street sidewalks with bright and comfortable pieces from its stores. Earlier this year, the iconic furniture retailer created home environment in the space of a Paris underground station, and now it decided to continue the movement by taking sofas to the streets of the capital. The unique installations, which occupied bus shelters around the city, will be on display from December 15 through December 21.

Image Courtesy: www.buzzetcie.com

The idea of converting bus-shelters is not new, but each time the big brands are taking it, there’s something worth telling. One of the latest projects of this kind was created by Absolut, which turned the places where people wait for their bus into lounges decorated in style of the brand’s drinks. This new initiative by IKEA is not dedicated to some specific product, but pays tribute to the brand’s philosophy in general: with IKEA furniture, virtually any place becomes your home.

Image Courtesy: www.buzzetcie.com

Along with the street component of the campaign, IKEA also launched an online competition on Facebook. On its French page, the brand encourages fans of comfortable interiors to join the ‘The Race to the Bus Shelter’ contest by photographing each of the 12 destinations around the city. The brand is giving out € 100gift card to the entrants, who will be the first 10 to complete the task and will also give the contestant with the most original and surprising stills a special prize.

Image Courtesy: www.buzzetcie.com