In every metropolis it’s the same: spacious apartments are hard to find. And even harder to pay for. Berlin is no exception to this rule. With 80,000 new inhabitants each year Germany’s capital is one of the fastest growing cities in Europe. And as it gets bigger the rents get higher. As in every metropolis each square metre continues to cost more money – which fewer and fewer people have. So most people can only afford small apartments. But does the furniture for those small apartments also have to become smaller? IKEA proves it only needs to be one thing: smarter. That’s what the brand calls Small Space Living. We turned this into Small Space Sitting. Proving that even the smallest space can be turned into a great place.

Cities are getting bigger and bigger. And the bigger they get the smaller apartments become. But for IKEA that doesn’t mean furniture has to become smaller as well – just smarter. We let people experience this with an engaging outdoor idea: the Small Space Sitting City-Light-Posters. Specially built CLPs that transformed a well-known outdoor medium into something extraordinary and experienceable. And showed people that with smart ideas any space can be turned into a great place. Even limited advertising space. Because our posters were covered with a special, highly flexible fabric they invited passers-by to actually take a seat in a poster for the very first time. Set up at much-visited places all over Berlin, our ambient posters did not only promote IKEA’s furniture but proved that with smart ideas one can find room literally everywhere. Thus, thousands of people discovered space where no space was before.

With the help of a designer we let ordinary CLPs become something that is more than just a poster. Therefore, we covered our specially designed CLPs with a special, highly flexible fabric. From afar they appeared to be ordinary CLPs promoting a chair or couch. From close up however people quickly discovered that they could actually take a seat in them – as if the furniture was directly build into the poster. During a two-week promotion the Small Space Sitting City-Light-Posters were set up at much frequented places all over Berlin.