To help celebrate the opening of its 30th store in France, IKEA went above and beyond typical promotion with the build of a rock wall made entirely of its own furniture. Organized like an apartment (a somewhat slanted apartment), the wall was open for the public to climb for four days last week.
Complete with traditional climbing gear and instructors, the idea was hatched by IKEA and marketing firm Ubi Bene for getting customers into the new store in Clermont-Ferrand. The wall featured plenty of grips to help navigate around the furniture set-up, which included tables, chairs, cabinets, a bed, and more.
Images courtesy of IKEA France/Facebook, Ubi Bene/Facebook