Ikea Denmark has wrapped Copenhagen in its cardboard boxes. Buildings, buses or shelters have appeared “packaged” as their products usually do. It is part of the campaign developed together with the Marketsquare agency to communicate that in the store in the center of the capital, consumers can purchase all types of items from its catalog.

The campaign seeks to solve a perception problem for the establishment. And many users understand the Copenhagen store more as a showroom than as a place where they can take large items home the same day. This has led many customers to turn to suburban stores when they have needed products such as shelves, sofas or wardrobes.

The brand’s response has been to expand the store’s warehouse to ensure that a much larger part of its range is available for immediate collection in the city. But instead of launching a typical communication campaign, Ikea has chosen to bring the message to life by wrapping elements of the city in its recognizable cardboard boxes.

The canvas of a building, buses and mupis have been “packaged” with creatives that emulate the packaging, including the logo and labels. These, however, read the message “Larger items are now also available.” In addition, it is complemented with dynamic pieces for digital outdoor advertising.

The brand points out that large-sized products have been, since the launch of the store, one of the biggest obstacles to purchasing in the store. “The warehouse has expanded with more than 2,500 products, and the time has come to consolidate the image of the store in the minds of the inhabitants of Copenhagen”; commented Kristoffer Bæk-Mikkelsen, Director of Marketing Campaigns at Ikea Denmark, as reported by the agency to reason.Why.

Regarding the idea, Jonas Quist Nielsen, Creative Director at Marketsquare, assures that it is very simple and easy to explain, and that it is understood when you see it. “We didn’t want to highlight specific products, but rather spark people’s imagination“; he has expressed. “The Ikea packaging is iconic and the perfect way to tell the story of large items, without showing them. Brown cardboard is something you instantly connect with”.