The brief was to conceptualize and implement a special OOH format in the course of the “Bedroom Storage“

campaign. The PAX wardrobe system is to be be illustrated as the most flexible and individual storage

solution IKEA has to offer.

The attention-seeking catwalk installation adorned the highly visible passage from the hall to the rails in

Stuttgart’s central station, measuring 455 square meters. Twenty motives, each showing one of the many

individual solutions that are possible with the endlessly combinable PAX system, were assembled to become

the longest wardrobe of all times. Eight different headlines conveyed the message in a typical Swedish

manner: No matter who you are or what you want to stow away – IKEA’s PAX will handle it.