Hats off to the folks at Ikea for the most unusual billboard in history this week. The Swedish furniture giant promoted the opening of its 30th store in France by building a gravity-defying apartment into a vertical rock-climbing wall - as you do!
The 9 x 10 metre wall has been erected in the city of Clermont-Ferrand and fitted with steps and grips to allow members of the public to navigate their way amongst stylish beds, furnishing and cabinets.
Ikea have been on fine creative form as of late, from lighting up forests with LED lamps to the spoof Apple inspired ad for the brand’s new BookBook. But in spite of all this creativity, one thing remains the same - putting together Ikea furniture will (literally) drive you up the wall.