Like the tiny bird that eats bugs and sundries from the back of the hippopotamus to survive, independent design lab Upwell has used Ikea to market itself.
It’s quite brilliant, actually.
An Upwell employee dressed as an Ikea employee, went to an Ikea store and installed a product called Walhub, a light-switch attachment designed to hold keys and other items.
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Upwell created Ikea-esque visuals - product tags and UPC barcodes as to not bias their experiment, and even went so far as to dress up as an Ikea employee in order to install Walhub without raising too much suspicion… They set up mics and cameras to record the experience and more importantly the consumer feedback…
Watch the fruits of their efforts—this video, which is picking up traction: