Ikea, the Swedish furnishings chain that's been opening apartments in Paris Metro stations and quarantining off male shoppers, the company that's so revolutionary that it's actually been copied, has cut the bull and gone back to its bread and butter: flat-pack furniture. Its newest ad campaign, promoting its 40 percent off sale, literally reveals just that: furniture created from cardboard flat-pack furniture boxes. The campaign was devised by Italian firm Auge and is a real mind-bender, obviously.
· IKEA’s “You Can Get More” Campaign Prints Feature Cardboard Furniture [Freshome]
· Auge [official site]
· All Ikea coverage [Curbed National]