It's no secret that the tireless marketing warriors at Ikea love to insert the brand's furniture anywhere they can—Tokyo alleyways, London gondolas, a Paris metro station have all been done. Now they're at it again in Khimki, Russia, where all the seats in a movie theater hall have been ripped out to make space for one giant Ikea bedroom. The video here begins with a timelapse look at all the work that went into the transformation and proceeds to show how moviegoers reacted to this surprise intervention—by lying right down and snuggling, obviously.
· Ikea Replaced All the Seats In This Movie Theater With Comfy Beds [Gizmodo]
· All Ikea coverage [Curbed National]