AND WHEN I GET OUT, YOU SHALL BE THE FIRST TO DIE!
Submitted by: Jack
Furnishings become footholds, supports and resting spots as you scale the flipped-over floor of this fanciful apartment, opened to the public as a method to market a new IKEA store location.
Set up in front of an historic church in Clermont-Ferrand, France, locals were invited to scale various routes (four paths in total) of different difficulties made for both children and adults, created in collaboration with Ubi Bene, a local communications agency.
The mock apartment features beds, bookcases, chairs, tables and other fixtures set against prints, carpets, tiles and textiles, all actually on sale in the store being advertised.
Professional climbers were on hand at the opening to help people get outfitted and learn to climb – probably not something that would have been an easy sell in a country like the United States with its safety restrictions.
Spanning roughly 30 feet vertically and horizontally, the area is effectively that of (close to) a 1000-square-foot living space.