We wanted to show our target audience that an interior can be changed very easily, without any specific efforts, and very quickly, just in a few minutes. We chose such a common and familiar space as a city park (Gorky Park) and transformed it into an absolutely unexpected for a park space – a large and comfortable “apartment” with lots of rooms and attributes of a home interior. In order to demonstrate IKEA solutions we decided to change a few interior spaces all at once and transform them in just 3 minutes by only applying different colour and textile solutions. And Russians could find the options of these solutions in a new catalogue IKEA 2013, add them to their home interiors and give a new life to their homes in a fast and easy way.

Audience of actual publications: 41 427 887

AVE: 10 018 654 RUR

PR value: 40 074 616 RUR

Number of publications: 417 + 4 TV reports

1 000 000 contacts (people who saw the decorated look of the Park entrance)

450 000 people visited the event in Gorky Park

10000 people watched live broadcast of the event

5400 catalogues have been distributed within the 3 days of work

Around 3000 new members of the IKEA FAMILY who registered on the event

Around 2000 people took pictures for a cover of a new catalogue