IKEA’s PAX wardrobe system can be endlessly expanded with additional modules. We needed to find a simple way of communicating this unique selling point right at the most common point of sale: online. By now, people buy most of their clothes online. We targeted the kind of people who can never have enough space in their closet and surprised them during their all day online shopping tour with a simple idea: “PAX it!”

We chose weare.de, one of Germany’s biggest online streetwear shops, to turn a purely functional space into an innovative product demonstration placed into the native environment of e-commerce. We simply replaced weare.de’s shopping cart icon with the PAX wardrobe. After all, an online shopping cart is just as infinite as the PAX system. So with each item placed in the wardrobe, the icon grew automatically, demonstrating that PAX is the perfect solution for any shopping trip. At checkout a personalized banner immediately commented on the individual number of shopped items and linked directly to IKEA’s website with an online PAX planner.