Created the effectiveness of PR activities and maximized the awareness of store opening in primal market area (=PMA) by showing the train is a symbolic line connecting from the centre of Kobe-city to the IKEA Portisland store. That represented "From the place to sleep To home to enjoy."

We hi-jacked an entire train both inside and outside, furnished with IKEA textiles, demonstrating that a monotonous daily place can be transformed into a place full of inspiration, with just a piece of textiles.

TV, newspapers, online and other media made the IKEA launch event/store opening a major story, creating extensive WOM.Opening day sales set the world record for all IKEA stores, with nearly 40,000 customers.