IKEA's latest brand experience stunt is something to behold. To mark the opening of its new store in French town Clermont-Ferrand, the Swedish furniture giant has created a giant 30 foot billboard-cum-climbing wall decorated with its products. 
Members of the public are free to climb the colourful wall and relax in the comfort of IKEA's extensive furniture range. Though it sounds a little dangerous, there are a team of professional climbers in residence to ensure there's no James Franco in 127 Hours-esque performances.
It's a fun, bright, imaginative experience that perfectly echoes the IKEA brand and showcases the sturdiness of its products. Even better, the climbing wall idea was specifically generated for the French town, which is home to a sport-loving population.
Steve Newing September 30th, 2014, late afternoon
Very cool interactive advertising!