Flatpack furniture giant Ikea is no stranger to adventurous marketing stunts, from staging instore sleepovers to quarantining male shoppers, but their latest ruse tests brand loyalty to the maximum - encouraging 'housemates' to take up a five day residence in a temporary apartment constructed in a Paris metro station.
Until the 14th of January, Parisian metro users passing through Auber station will have the chance to look in on five housemates living in the entirely IKEA decorated space. And if they are desperate to join, they are able to win a night's stay in the apartment by logging their approval on the brand's French facebook page.
The aim of the experiment, which was designed by creative agency Ubi Bene, is to prove to Parisians how much they can do with potentially cramped living conditions in a city where space is it a premium and often comes with a hefty price tag.
If you're looking for a slightly less claustrophobic Parisian apartment then make sure to visit the French Village at A Place in the Sun Live, a dedicated area bringing together agents, developers and experts from all over France. The exhibition takes place at between the 30th of March- 1st of April 2012 at London Earls Court.
Advance tickets are available to book now, priced at two for £15 and include a FREE six-month subscription to A Place in the Sun magazine.