We were asked to announce the grand opening of IKEA Brooklyn in the world’slargest media market, the center of the universe, New York City. We strived to pay homage to IKEA’s concept - affordable, chic furniture with a DIY approach, flat-packed inside cardboard boxes.We worked with a director that artfully recreated the Lower Manhattanskyline using hundreds of IKEA branded cardboard boxes and time-lapsephotography in order to execute a beautiful, effective launch spot. The message: IKEA is moving to New York City.