Last weekend we pointed our browsers towards Apartment Therapy for some much-needed design inspiration. Our walls have been looking a little on the dreary side lately and we've found ourselves desperately searching for all the attention-grabbing patterns that spring has to offer.
Imagine our delight when we happened upon these photos of the train car IKEA decked out in celebration of their new location in Kobe, Japan. While the color pop of fabric chosen for the installation would be a little hard on our sleepy eyes first thing in the morning, the design insures that commuters can’t ignore this superbly executed experiential advertising. Give us a fabric be-decked train car over an ad-wrapped bus any day. Also, those seats look pretty darn comfortable.
This is not the first time we’ve noticed IKEA’s flare for site-specific advertising. In 2006 Seattleites were treated to the IKEA-sponsored Experimental Housing Project at the Bumbershoot music and arts festival. The interactive exhibition (or Living Art Advertising as one company likes to label it) featured several structures, designed by local artists and outfitted by IKEA. Festival goers were provided with perfect photo-ops, pleasing visual landscapes and much-welcomed spaces to rest their tired bones.
IKEA is one of many companies to increasingly use functional advertising as a unique way to draw attention to products and services. Through site-specific events and promotions consumers are able to engage with brands in meaningful ways that fulfill their needs. Take for example the Charmin Restrooms located in New York City during the holiday season. For two consecutive runs Proctor and Gamble has provided clean facilities and bathroom products to busy shoppers including luxury seating areas and baby changing stations.
Interactive, experience-based advertising takes consumers beyond a free sample or in-store demonstration to a memorable and helpful encounter facilitated by a brand.
IKEA’s colorful train is simply one example of an effective way of building brand presence without inundating consumers with advertising.
We’re still waiting for unique prints and seating to reach our own public transport. In the meantime, though, we’ll head to our local Ikea to see what’s new in the fabric department. Those walls won’t color themselves!
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