The advertising campaigns implemented by Swedish furniture brand IKEA usually rank high in creativity, but wait ’till you see the company’s latest “stunt”! IKEA climbing wall is a vertically designed apartment that anyone with proper feet muscles and a soft spot for adventure can discover. This colorful installation near the massive Gothic Clermont-Ferrand Cathedral is meant to promote the retailer’s 30th store opened in France and it was developed in collaboration with local communication agency Ubi Bene. Joyfulness of playing is released through vibrant colors, powerfully contrasting the black lava monument behind.

Just like on a regular climbing panel, adventurers can ascend by using various grips for hand and feet. Only that in this case, these climbing milestones are also chunks of real furniture: lockers, tables, shelving units and even beds. The coolest advantage is that if you feel tired, you can relax in some of the seating units on display. Each climber is helped along the way with safety gear and advice from professional staff. This IKEA installation is one of the most intriguing showrooms we’ve seen- we can’t think of a more inviting way to convince passers-by to test a furniture product.