What nobody knew was that all the furniture on the stand was actually from IKEA. IKEA had secretly acquired the largest stand in the Design hall among all the expensive designer brand names, under the assumed name, d.project. To generate even more publicity for the stand and to get visitors thinking about what design interiors cost, a competition had been devised: Win 400m2 worth of interior design. Visitors could guess the cost of all the furniture and furnishings on the d.project stand.

Nearly all the exhibition's visitors came to the stand and participated in the competition. Good use of PR attracted even more publicity for their rather succesfull stunt.