Brief: “Products that offer more effective use of small space/dead space in a home” is the concept behind IKEA products to make a comfortable life at home in Japan in 2012. Our mission was to deliver the message of “the best way to utilize space” in a relevant way and enhance the presence of IKEA in a unique, stylish, fun, ‘IKEA’ way.

Solution: Install room sets using small, weird, and dead space in “SUKIMA areas” – the narrow spaces between buildings - and link them into an outdoor GALLERY where people can see the tangible benefit in a unique and entertaining way. We also launched a website to introduce the gallery and featured a promotion to give away each furniture set to an audience member chosen from those who clicked the Like! button.

Results: Over 100,000 people visited to the outdoor gallery street. The website captured 188,000 PV, with thousands of “likes!” in one week.