Tokyo – In July, Swedish furniture and lifestyle brand Ikea launched a parasitic campaign on the streets of Harajuku in Tokyo, to promote the space-saving efficiencies of its products.
For its Sukima Gallery campaign, Ikea took over unused spaces, such as gaps between buildings, areas beneath stairwells and holes in walls, and transformed them into interior settings.
Living quarters in Japan are notoriously small, so this is a great way for Ikea to show local consumers how its products can adapt to their needs.
Brands are increasingly sharing spaces and squatting in unlikely places to drive experience and maximise profits. To find out more, come to our autumn/winter 2012 Trend Briefing.