Ikea Pax

Live as you want, with a wardrobe that makes it possible

IKEA wants to communicate that Pax wardrobes are suitable for all kind of people

Ikea Austria needs outdoor media to communicate that the Pax wardrobes of Ikea are suitable for all kinds of people, whatever those people are.

Client: Ikea Austria
My role: Lead Art Direction
Conception

Solution

Live as you want, with a wardrobe that makes it possible

We played with the concept that people have a double life but there is space in the Pax wardrobe for all of them. The headline means “Live as you want, with a wardrobe that makes it possible”.

We used outdoor media to build an analogic interactive billboard where people can just move the Pax door to the right or left to see the double life outfits of the owner of the Pax wardrobe.

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Different professionals were involved in the process of making this closet-billboard work.