Incredible Ikea Billboard Tips an Apartment Sideways to Become a Rock-Climbing Wall

Vertical stunt celebrates 30th store in France

Psst, maybe we shouldn't take this apartment—the floor seems kind of slanted.

Ikea promoted the opening of its 30th store in France by building an apartment into a vertical rock-climbing wall. Marketing shop Ubi Bene helped devise the impressive outdoor installation in the city of Clermont-Ferrand.

The wall is 9 meters high by 10 meters wide and fitted with steps and grips, allowing the public to navigate among stylish beds, cabinets, tables, chairs, sofas and accessories. (Using harnesses and with safety personnel on hand, naturally.)

The Swedish retailer's been in fine creative form with its marketing lately. Other notable efforts include lighting a forest with LED lamps to celebrate energy efficient bulbs, pitching its 2015 catalog as "cutting-edge technology" and teaming with Airbnb to give folks a chance to spend a night in one of its stores.

Even if you can't make it to central France, you can still enjoy a similar Ikea experience at home, because trying to put that furniture together will drive you up the wall.

Via Design Taxi, with images from Ubi Bene on Facebook.

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@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.