Here’s one case study that won’t get left on the shelf.

Ikea is almost as talented at advertising as it is at making affordable furniture. This idea from the Netherlands proves that it also knows how to embrace the concept of Media Arts. The pitch is simple: during Queensday – the birthday of the Dutch queen and a national holiday in Holland – people traditionally clean out their attics and garages and sell their old stuff on the streets. One week before the giant street market, Ikea handed out special posters depicting a life-size shelf unit.

On the day of the sale, vendors were able to arrange their merchandise by placing it on the photograph of the Ikea shelves. The trompe l’oeil effect not only made their goods look more attractive, it also demonstrated the huge amount of storage space provided by Ikea’s shelf unit.

If you have any comments or suggestions please email Jeroen Konings (jeroen.konings@tbwa.nl).