Metro lounge: Installation ad makes commuters comfortable

Paris – Four metro stations have been furnished to imitate a lounge by Scandinavian furniture manufacturer Ikea.

The ‘Ektorp’ and ‘Kalstad ‘sofas, ‘Brasa’ lamps and trompe l’oeil posters of cabinets have ‘invaded’ Saint Lazare, Champs-Elysées Clemenceau, Concorde and Opéra metro stations in Paris, giving a message to customers that they can make themselves at home wherever they are with the help of Ikea.

The subway installations, the result of a collaboration between the international furniture giant and communications agency Ubi bene, invite passengers to take part in a ‘bum test’ and try out the comfort and durability of the Ikea products.

This marketing campaign is a fine example of Brandtocratic behaviour and of a brand interacting with customers in an exciting way.