Our idea could powerfully demonstrate 'more effective use of space' inspiration to motivate home furnishing interest for Japanese consumers by fully utilizing IKEA’s product with ideas, showing both functional and emotional benefits in a relevant way and in a familiar street setting for the audience.

>Over 100,000 people visited the outdoor gallery street. The campaign website captured 188,000 PV, with thousands of 'likes!' in one week.

>According to a survey conducted by IKEA Japan right after the campaign, brand awareness scored much higher than a competitor brand with 4 times greater annual media investment.

>Attracted 22% more visitors to the store compared to the same period a year earlier.

>Great amount of media coverage, all accomplished with zero spend in media – even the SUKIMA spaces in the streets were free!