"A place for every piece of clothing!" The PAX closet allows the IKEA consumer to find everything at first sight – like in the index of a magazine. By placing the index in the middle of the PAX closet, IKEA delivers a perfect storage solution. The PAX closet makes it possible to store all your properties in your individual kind of way, not forgetting to be functional at the same time. To say it short and simple: a lot of things properly arranged!

Press is one of the most important communication channels for IKEA. With this “tabernacle” implementation, IKEA showed in a perfect way its creativity in a normally non-creative medium. This common index of the “News” magazine became an extraordinary advertising space. The product and the message of the ad insertion matched perfectly and got further intensified through the fist-time placement at the index of a magazine.

This creative print implementation provided the message in the perfect stage to the right target group in the right media environment. It has already won several national awards.