Ikea pops up in Times Square with innovative billboard
Ikea U.S. has taken over New York City’s Times Square with a larger-than-life 3D billboard.
The billboard features an immersive 15-minute video on loop of an Ikea bedroom scene that changes between a daytime and nighttime scene. More than 27 feet in the air, the billboard is located at 47th and 7th Avenue and will be on view July 8-14.
[Read More: Ikea will open on Fifth Avenue as owner takes stake in new office, retail tower]
The Swedish home furnishings giant is also launching a new U.S. TV spot on all things sleep, with products and design inspiration on creating a sanctuary for rest. Called “The Place to Be” and developed by Ikea U.S and Oglivy, the spot focuses on the ability to create a bedroom that is not only comfortable, but also an extension of one’s personality. It tells the larger story of creating a space that is inspired by the joy of missing out, also known as JOMO.
The ad features music from up and coming Venezuelan artist Yarge and will be distributed across TV, digital and social media. The spot was created in both English and Spanish as part of a larger initiative to reach the Hispanic community.
Back in Stockholm, Ikea has put up a specially built billboard that uses the Nissedal mirror from its catalogue to reflect light onto shady areas. The billboard, created by agency Akestam Holst NoA with Havells and Ocean Outdoor, is controlled by a GPS motor that automatically adjusts the mirror in real time based on the sun’s position, reported Adweek. It reflects the natural light onto outdoor café seats that would otherwise be shady.
Ikea is reportedly hoping to take the installation on a tour of Sweden.