Our ‘cozy rooms’ used comfy sofas, warm colors and soothing lights...we were the essence of “cosiness.”Price tags on every piece assured people of IKEA’s great value, while back-lit posters at the bus stops advertised the store’s opening.Mega-posters dotted the city and highways, and appeared on the side of trucks. Unusual outdoor formats, such as ads on gas nozzles at gas stations, helped to raise awareness of the store’s opening.

17,000 people found their way on the opening day of a new IKEA store in Duisburg.