IKEA wraps Copenhagen in flat-pack to make a big point
By James Herring on Thursday, January 29, 2026
IKEA Copenhagen has turned the city into a life-sized unboxing moment with its latest outdoor campaign.
Created by Danish agency Marketsquare, the work repositions the city-centre store as more than just a showroom – now it’s fully stocked for immediate pick-up, even for bulkier buys.
To get the word out, IKEA didn’t spotlight specific sofas or wardrobes.
Instead, it took a citywide, literal approach – covering buildings, buses and street furniture in giant flat-pack graphics.
By bringing the big stuff closer to the centre, IKEA hopes to shift customer habits away from out-of-town trips.
A nice twist on the brand’s iconic packaging, and a clear example of using media space creatively to change perception.
