To promote the opening of the 30th IKEA store in Clermont-Ferrand, France, the Swedish furniture giant teamed up with communications agency ubi bene to install a vertical rock climbing wall covered with IKEA furniture.
The nine-meter-tall wall is decorated just like a showroom, except it is fixed in a vertical position. Hand grips and steps are even installed on the artificial wall for rock climbing purposes.
Members of the public are invited to climb the wall, with a safety harness and guidance from a professional, to try out the furniture in a fun and unique way.
Check out the vertical wall-apartment below:
[via golem13, images from ubi bene Facebook]