To demonstrate how well it can furnish even the smallest space, Ikea built a couple of tiny apartments in a Paris metro station for five volunteers to live in for a week. This way, the public can bear witness to how effective Ikea's storage gear is, without the inherent fakery of a traditional ad campaign. Well, almost. After all, Ikea did build all the furniture before the volunteers moved in, which was a smart idea. Seeing angry people cursing and throwing things in frustration is common on American public transportation, but I'm not sure Paris could handle it.