Why keep a usless old thing? Because it always has a story behind it.Evgeny Grishkovets, a famous writer, actor and frontman tells stories of his THINGTERNAL values. You got a thingternal-story to tell? Store it online on a special site. Be the best and see your prescious old thing offline in a gigantic live catalogue in the city center. Along with dozens of different activities in 4 installations built to demonstrate IKEA small space storage solutions. Modeled after a typical household most Russians live in, all rooms were also seen live on the web site.

Results: The most massive event for IKEA in Russia: around 150,000 visitors, More than 4,000 CDs with exclusive content by Evgeny Grishkovetz and IKEA storage solutions were distributed. More than 200 free publications. More than 300,000 unique site visitors.