IKEA Wrapped a Whole City in Cardboard

IKEA Copenhagen just turned the whole city into a giant flat-pack box.

Here's what happened. The city-centre store now stocks big items you can take home right away. No more driving to the edge of town for a sofa.

But how do you tell people about this change?

IKEA and agency Marketsquare skipped the usual product photos. Instead, they wrapped buildings, buses and benches in those familiar cardboard box graphics we all know.

The whole city became one big IKEA package.

Smart move. They didn't talk about what they sell. They showed people where to find it.

If you want to change how people think about your brand, sometimes the best way is to show up where they least expect you. Use the space around you to tell your story.

A simple idea, done boldly.