The first IKEA stand in a second-hand market.
IKEA in Italy is seen as waste-producing “fast furniture”: just buy new, and throw out the old. That’s why we moved our store to a place where the second hand is cool: Milan most famous flea market.
With a 100% flea style stand, we surprised shoppers with pre-loved IKEA furniture ready to have a second life. The stunt sparks conversation. To be precise +312% brand mentions online about the environmental footprint of furniture. And increased awareness on the durability of IKEA’s pieces.
Role: Creative Director
Awards:
New York Festival: Finalist (Event & Stunt)
