The task was to advertise the IKEA Assembly Service with an unusual idea that makes the service better known among IKEA fans.

At the FENOMEN IKEA exhibition we surprised visitors with a truly avant-garde idea and oustanding design: IKEA Furniture Art. Next to regular exhibition pieces, we placed fascinating sculptures, which were actually wrongly-assembled IKEA furniture. Banners resolved the idea in a charming way: If talents lie more in art than in assembling furniture properly, the Assembly Service will gladly help out next time.

Discovering furniture sculptures, which were wrongly-assembled IKEA furniture. The museum stunt was part of an integrated campaign for the Assembly Service. The review of bookings showed that 2.173 orders were made directly after the campaign. That’s three times as much as in an average month of the quarter before and represents a growth of 300%.