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Ikea Opens a Temporary Apartment in a Paris Metro Station

From hosting massive in-store sleepovers to building massive, world-dominating suburbs to quarantining off male shoppers, Ikea is no stranger to adventurous marketing stunts. The Swedish flat-pack furniture chain is at it again, this time in the City of Light, where it's fashioned a 54-square-foot apartment in one of the city's subway stations. Then they filled it with five people and asked them to live there for five days, "the idea being to show Parisians how much they can do in a small space with Ikea products," according to ad-industry site Creativity-Online. Sounds, uh, comfortable?

· IKEA: The Subway Station Apartment [Creativity-Online via Ad Age]
· All Ikea coverage [Curbed National]